Yell has created an ‘intelligent’ online ad space and separate recruitment website that aims to hook in new recruits. The ad space shows live job vacancies powered by an RSS feed and presented as animated yellow fish, using the tag line ‘Hooks, line and thinkers’.
Both the expandable banner and website were designed by recruitment communications company TMP Worldwide and feature ‘digigami’ animals that come to life – created using a digital version of origami.
The innovative banner campaign is currently being hosted by leading sales recruitment website, Salestarget.co.uk until November 26, and is displayed when job seekers search on specific keywords. It is believed to be the first time such creative digital techniques have been used in a recruitment context in the UK.
The expandable banner ad presents the jobseeker with live job descriptions, in the shape of ‘digigami’ fish – coloured yellow, in keeping with Yell’s brand. Further details of the job role appear when clicking on the fish, unwrapping the origami. The job seeker is able to view the role description within the banner content, without linking off to the host website straight away, allowing them to make an informed choice and improving the user experience.
The creative design reflects Yell’s ongoing development as a provider of cutting edge, multi-channel new media products and services, as part of its aim of being the best provider of business leads for UK SMEs. The ‘digigami’ animals are designed to look as if they have been made of yellow paper, acknowledging the continuing strength of Yellow Pages directories.
Other pages on Yell’s recruitment site feature animated digigami animals, such as swimming dolphins for training and development and a flying eagle for office locations.
Andrew Groves, head of resourcing for Yell in the UK, said: “Yell is pushing the boundaries with its innovative online products, so we wanted to reflect this in a fresh, creative approach to our recruitment strategy.
“We want to continue to attract driven and passionate people to our business - our new eye-catching campaign with the powerful animal imagery really captures the imagination.”
The creative site is the latest in a series of original recruitment marketing activities to attract new talent and raise brand awareness. Yell took part in the first UK online recruitment fair in Second Life, organised by TMP, used a humorous gadget ad and regularly uses Twitter, LinkedIn and YouTube.
Yell is continually recognised as an excellent UK employer. It was ranked ninth in The Financial Times “Best Workplaces in the UK” survey, compiled by the Great Place to Work® Institute in 2008.
Yell is also one of only 36 organisations throughout the UK with “Investors in People” Champion status, further acknowledging its approach to people management and development.
Yell, Demelza Fryer-Saxby
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Yell is a leading international directories business operating in classified advertising markets in the UK, US, Spain and Latin America through printed, online and telephone-based media. Yell’s principal brands include: in the UK, Yellow Pages, Yell.com and 118 24 7; in the US, Yellow Book and Yellowbook.com; and in Spain, Paginas Amarillas and PaginasAmarillas.es. All these brands are trademarks.
About TMP Worldwide
TMP Worldwide in the UK & Ireland provides recruitment advertising and manages the process of hiring from everyday roles through to senior positions. Its end-to-end solutions provide a pain free way to get the best candidates onboard, designing and delivering everything critical for the hiring process from job profiling to candidate management.
TMP Worldwide is one of the largest organisations of its kind, with seven offices across the UK & Ireland and it works as part of a global network which enables it to provide a tailored service on both a local, national and global level. Its creative approach to recruitment communications means it has won multiple-awards for its campaigns across the private and public sector.
Submitted by NeonDrum on behalf of Yell
Nicky Denovan / T: +44 7747 017654.