Building engagement through interactivity and anticipation
The Salary Guide is the largest lead generation initiative that Robert Half rolls out year-on-year. This is generally a printed booklet containing market insights on hiring trends along with salaries for 200+ positions across finance & accounting, financial services, technology, executive search, business support, human resources and marketing.
Once the Salary Guide is published, 150+ field staff across 5 markets are given an exclusivity period of about 4 weeks during which they contact their clients, book appointments to share the guide and in turn, either receive job order submissions from existing clients or have new clients register with Robert Half.
THE CHALLENGE - SHIFT FROM PHYSICAL TO DIGITAL!
In 2021, Robert Half opted to go digital with their Salary Guides. As such, the field staff no longer had a physical copy for their clients. When the digital Salary Guides were launched internally, Robert Half needed to provide their field staff with supporting digital tools to enable them to book meetings and present excerpts from the guide to get them interested.
The Covid-19 restrictions across the 5 markets were quite different from each other. Some markets started to open offices and meetings started to take place in-person, while the others were entirely restricted to having online meetings only.
Keeping this in mind, the underlying proposition needed to work across all 5 markets and the solutions that needed to be provided had to cover both digital engagement as well as onsite.
WHAT WE DID
We worked on constructing a variety of scenarios that could take place during the course of these meetings. The approach taken was broken down to 3 types of engagement during the course of the campaign supported by the Salary Guides and Launch Creatives.