The talk of the town. Or the world.

Mission

Make some noise! 

As a relatively new name in the job market and with an increased need for new employees, Starship’s challenge was to position itself as an attractive employer among the talent target group and attract relevant candidates to its career site. After careful analysis, we identified certain gaps in Starship‘s communication towards the target group. Oddwork’s task was to fill these gaps and provide the current target group with the answer they were searching for – why should I apply to this company? 

Our collaboration and the solution

Personas, channel strategy, and creative concepts packaged in a communication plan

With the mission to attract the right expertise and drive traffic to Starship’s career site, Oddwork developed a communication plan including four different personas, a digital channel strategy, and creative concepts for social media campaigns – all based on data, previous publications, competitive analyses, and interviews with Starship employees and managers.

The campaigns aimed to give relevant talents a sneak peek at what their future at Starship might look like and create an increased interest in Starship as an employer.

In addition, Life Inside, a video platform developed by Oddwork, was launched on Starship’s career site and in digital campaigns to create an authentic and personal employer brand. The platform was internally nominated as “HR Highlight of the Year” due to the excellent results generated by the employee video testimonials. 

The phases of the project

A step-by-step process

Step 1: Unravel the threads of the employer brand

In the first phase of the project, we delved into Starship’s employer brand to identify how the target group perceived Starship as an employer and how the company distinguished itself from competitors. Here we learned more about Starship’s position in the market and how we could communicate its unique offerings to relevant candidates in the best way possible.  

Step 2: Talent target group and employees

Then we began the work of identifying the talent journey and personas. Through target group analyses and employee interviews, we gained a deeper understanding of the talent target group, their reality, and what drives them.   

Step 3: Liftoff of campaigns!

Based on our personas and insights from employee interviews, we developed a digital channel strategy. We created various creative concepts and selected relevant channels for our campaigns to generate engagement and traffic to the career page – the communication plan was ready to be activated!