Don't get stuck in your job - BBC - Business to Business Communication

Our client

BASE is a subsidiary of one of Europe's most successful telecommunications companies, KPN Mobile International. More than 3.5 million people in Belgium are already among its customers. BASE has 55 BASE shops, 64 ALLO telecom shops and more than 600 other distribution points employing a total of 750 people.

Objectives

Positioning BASE as an attractive employer
BASE is the challenger in the telecommunications industry: we're looking for people who can identify themselves with this.
Attracting strong professionals who already have work experience.
Using campus recruitment to market BASE for starters as well.

Strategy

Making an appeal to dare change: a challenger is more fun, so why get stuck in your job?
Simultaneous positioning of BASE as an employer that invests in innovation and change: working at BASE means getting the chance to grow and avoiding getting stuck in your job.
Media Mix: ads, banners and radio spots refer to BASE's career website: www.base.be/careers
Campus media: playful posters and postcards will familiarise BASE as an employer with starters.

Results

Campaign was launched in springtime 2010: no results available yet.