Yeppie Yay- An employee referral program
Campaign Objective
The average hiring percentage from lead to hire - 0.5%
While highlighting our cool place to work culture, we had to achieve this number not through a paid lead generation campaign but through internal referrals.
We introduced the following:
- Fun, relatable brand mascots to promote referrals
- Videos on the referral process and self-assessment
- Utilization of platforms - Emailers, WhatsApp & on-floor branding
Idea
We created two young and energetic animated characters who would resonate with the brand’s audience of fresh college graduates. The treatment of this animated series was inspired by a comic effect, and a catchy background score was produced to complement the look and feel.
The video was rolled out in phases featuring idiosyncratic personas: Characters designed on the basis of a deep understanding of the target audience, their age, life stage & quirks.
Our services
Recruitment marketing campaign
Client
Concentrix Daksh India Private Limited
Time Spent
Dec 2020
Plan of Action
Phase wise deployment of creatives for recruitment marketing campaign
Phase - 1
Rewards
- Word goes around - reward comes around
- Animated video circulated on Whatsapp and Internally
- Emailers and static for Internal circulation
Phase - 2
Culture at CNX
- Diverse collaboration; Better performance.
- Emailers and static for Internal circulation
Usage of Creativity
The black and white comic style animated characters were used to mimic the frontline staff following the cool trends and casual look of headphones and skateboards, something the youth relates to.
End Results
Launched in December 2020, the key success statistics and outcomes were as follows:
- >5600 hires through staff referral during the promotion of Yeppie and Yay campaigns in H1, 2021. (KPI was to meet 3190 hires)
- At a hiring rate of 0.54%, 1 million leads would be required. With an average CPL of $0.31, the hiring cost of 5600 hires would have been $317K.
- This was a 4% year-on-year increase (Dec-June 2020
- Surge of 93% in the number of hires through referral in 2021 (>5,600 in H1, 2021 Vs 2,900 in H1, 2020).
- The percentage contribution of referrals in overall hiring increased by 5% in 2021 (31% in H1, 2021 Vs 26% in H1, 2020).
- Over the past seven months, 30% of India hiring occurred through the Yeppie and Yay campaign.
5K +
Hiring
through staff referral during the promotion of Yeppie and Yay campaigns in H1, 2021. (KPI was to meet 3190 hires)
93%
Hires through referral
Surge of 93% in the number of hires through referral in 2021 (>5,600 in H1, 2021 Vs 2,900 in H1, 2020).
30%
Hires in 7 months
Over the past seven months, 30% of India hiring occurred through the Yeppie and Yay campaign.
Contact
Who We Are
We love what we do and rock at it.
ANTS is an ingenious mix of industry stalwarts, budding creative enthusiasts and digital experts. Our energetic team has a burning desire to create impactful campaigns that resonate with the brand. We leverage our digital expertise to deliver brand strategy, content, creatives, experience design and web-ready solutions.