Pratt & Whitney

Interactive/E-Media

ASSESS

Pratt & Whitney is a leader in the design, manufacture, and support of engines for commercial, military, and general aviation aircrafts, as well as space propulsion and power systems. Due to their primary role in the Joint Strike Fighter (JSF)—a prestigious military initiative—the company needed to hire 167 engineers from the aerospace industry. Based on an interview-to-hire ratio of 10 to 1, the staffing industry average, approximately 1,700 candidates would need to be processed for interviews in order to achieve this hiring goal.

STRATEGIZE

In the past, our client had mostly relied on one of the major job boards for openings, but they were not finding the quality candidates they needed to fill these positions. They also utilized a system that was not user friendly. We recommended creating an Internet splash page as a free-standing site. This page would focus on the JSF project and feature a QuickTime movie. With information about open positions just a click away, the system would allow interested candidates to apply online. Responses could be managed by a backend database administered by Bernard Hodes Group, making the recruiter's job easier and more efficient.

IMPLEMENT

The campaign included a targeted Internet media strategy with job postings and banner buys on major job boards, niche sites, search engines, and diversity focused sites. It also incorporated print and radio in select markets identified as top markets for engineering professionals. We developed online, print, and radio ads, driving candidates to the splash page (where they could learn more about the project, get detailed information about the positions and view actual footage of the JSF project).

MEASURE

Pratt & Whitney received more than 1,700 responses within the first 2 weeks of the campaign's launch. This success prompted our client to continue the initiative for another 2 months, and within this period, they received more than 4,000 responses. They have also reported seeing a higherquality candidate and an increased efficiency in their recruitment process. Additionally, our backend system allowed recruiters to rate and track candidates and to evaluate the effectiveness of all media.