At OilCareers.com, the leading online jobs board for the global oil and gas industry, our objective is to provide recruiters and organisations with the best quality candidates for a variety of positions spanning the entire oil and gas supply chain.
That’s why at the Offshore Technology Conference (OTC) in Houston earlier this year (the world’s foremost event in the oil industry calendar and the chance to target the best talent across the sector) the OilCareers.com team decided it was a perfect opportunity to show off our creative side.
We were determined to find a way to make our booth stand out from the crowd of almost 2,000 exhibitors and reach out to the 90,000 visitors attending.
After much brainstorming we decided upon a traffic lights party concept. Popular in US youth culture and extending to UK campuses, it’s a dating game where the colour you wear or the cup you drink from, signals your intentions:
Red – not available
Yellow – could be tempted
Green – open to offers
So close is the relationship between employee and job, the traffic lights concept was entirely relevant, capturing the spirit of youth and creating something that attendees would want to get involved in.
Therefore we adapted the concept and did it the OilCareers.com way:
Red – happy in your job
Yellow – could be tempted to move – make an offer
Green – actively looking
Free soft drinks and cup sleeves (or ‘koozies’) were offered in red, amber or green reusable cups, backed up by a survey and disruptive media including three interpretive dancers dressed in red, green and amber morph suits which caused quite a stir, creating an enormous amount of attention and interest from those in attendance.
It achieved a level of engagement that was beyond even our expectations.
Not only did dwell time on the stand increase ten-fold with all members of staff having fruitful conversations with delegates, but over the course of the four days 1,500 cups were issued and the global overall traffic to OilCareers.com increased by 55% from 162,946 visits during the same week in 2011 to 251,776 in 2012 with 30,000 US visitors, up from 19,000 the previous year.
It is with this success in mind that we enter the Onrec awards, the awards ceremony for the UK online recruitment industry, in the category for The Creative Online Marketing Award By a Niche.
Wish us luck!