Jaguar Land Rover is celebrating after receiving two awards for its innovative multi-platform recruitment campaign – 'Ultimate Destination'. The honours, which recognise the campaign's achievements in digital and ambient marketing were awarded at the Recruitment Business Awards.
The 'Ultimate Destination' recruitment campaign was launched in March 2011 in response to Jaguar Land Rover's desire to significantly expand its workforce as it embarks on its most ambitious growth plan in recent history. The campaign was developed using the unique skills and talents of Warwickshire artist Ian Cook who used Jaguar and Land Rover remote control cars to create an image of the world.
To date the campaign has led to thousands of online applications for roles across the Jaguar Land Rover business and has seen the Company recruit 700 experienced professionals across its business in just six months.
Commenting on Jaguar Land Rover's double award, Lynn Lester, managing director at RBA said: "The standard of entries at the Recruitment Business Awards this year was exceptionally high, which means that to get commended is a major achievement in itself. However it goes without saying that the standard of work produced for Jaguar Land Rover was particularly special, especially to pick up not one but two awards this year. We are very proud to recognise this achievement."
Jaguar Land Rover is now developing its campaign further as it searches for an additional 600 members of staff with the drive, ambition and passion required to shape the future of its business. The launch of 'Caricature' – a social media application located on the Jaguar Land Rover careers website – brings Cook's innovative work to life by allowing individuals to upload an image of themselves which will then be recreated on a digital canvas by remote control cars and a virtual paint palette. The final artwork can then be shared on social networking sites with the aim of driving forward interest in the campaign and the incredible career opportunities available at Jaguar Land Rover.
Commenting on the campaign Jaguar Land Rover HR director Des Thurlby said: "I am delighted that our 'Ultimate Destination' campaign has been recognised by the industry for its innovative and engaging approach to recruitment. Our aim has always been to attract the brightest and best talent to our business as we enter a critical phase in our expansion plans and we are well on our way to achieving our ambitious targets."
He continued: "The number of applications received are a testament to the fantastic opportunities available across a variety of functions and clearly demonstrates that Jaguar Land Rover is considered the right career destination for many."
The second phase of the recruitment campaign, which launches with national print and radio advertisements this month, is looking for individuals from a number of specific disciplines including: Manufacturing, Purchasing, Finance, and Engineering.