The background

The name behind world famous brands such as Benson & Hedges, Camel, Silk Cut and Winston, JTI is the world's third largest tobacco company. Having used expensive search and selection agencies to recruit accountants in the past, they were keen to make significant savings on their recruitment spend and chose Beyond Interactive to make this sizeable challenge a reality. Their brief? To reduce staff turnover, cost-per-hire and enhance their employer brand status.

The solution

The biggest stumbling block was the negative nature of their line of business – tobacco. We therefore looked carefully at their employer proposition before creating a campaign that focused on their exceptional organic growth and the benefits this could mean to anyone joining them. We then placed job adverts in a wide variety of regional and national online accounting-specific media.

The result

Not only were we able to reduce JTI's previous cost per hire of  £5,100 down to  £600, the majority of hires now go direct rather than via recruitment agencies. It also meant we were the first organisation to deliver their attraction strategy via online recruitment marketing. We have since gone on to deliver campaigns to recruit  their UK Tactical Trade Marketeers.