Stuart Affleck, head of resourcing and development, told Recruiter that as well as attracting considerable external publicity, the poster and taxi campaign had generated “a buzz” internally with employees volunteering to take part in the next photoshoot. LV= is recruiting for staff in many of its 28 UK offices, with most jobs within its general insurance division.

Five different posters feature a different LV= employee and they invite a jobseeker to take a photo of the poster with their mobile phone and send the image to LV= via text or email with a short code. Image recognition software then identifies the employee in the ad and the jobseeker receives a pre-recorded call from that person, explaining what they do at LV= and what it is like to work there.

Those employees featured in the advertisements represent customer services, the general insurance business, those from life product sales and IT and finance. The interaction is extended through to the LV= careers site where candidates can hear from other staff, as well as Mike Rogers, group chief executive, before applying for jobs online.

LV= worked on the campaign with recruitment and employee communications specialist ThirtyThree. “Our objective was to create more innovation around
the way the advertising is done, especially within financial services careers, and we wanted to show what we’re like as an organisation,” said Affleck. “So it wasn’t just about the story we wanted to tell but the way we did it was equally important.”

Affleck said that jobseekers had already started to text in their pictures but added that the posters also work as standalone static advertisements. “From a pure recruitment perspective, they get the message across and are a call to action to go to the careers website, but we wanted the bolt-on to bring them to life,” he said, adding that for every text received through the campaign, LV= will donate 10p to its nominated charity, Great Ormond Street Hospital.

Twitter, Facebook, YouTube and LinkedIn are also being used as part of the campaign along with traditional outdoor media, print and online advertising. Affleck said the company will continue to drive innovation around its advertising and will shortly launch an iPhone application. “Jobseekers can download the app from the iStore and it will tell them as soon as a vacancy is released on our website,” he explained. “It’s another way of making sure we’re keeping up with the technology and to appeal to our target audience.”
www.LV.com/careers