The new relationship aims to blend traditional job board buying with targeted digital media, reaching online audiences in a more personalised way in a bid to diversify its talent attraction strategy.

As part of the communications provider’s recruitment strategy, Crunch Media is supporting the group’s consumer-facing brands, BT and EE, with a highly targeted digital recruitment strategy. 

A key element of the strategy is to work with BT Group to engage key audiences to place hard-to-fill roles, while “showcasing the strength of the businesses’ employee value proposition led by their ‘Better Workplace’ programme”, the announcement said.

This is an investment described by BT Group as “game-changing, providing new and refurbished offices and workspaces for our colleagues across the UK like never before, that epitomise the direction of the organisation”.

To reach and engage passive and resistant jobs market candidates, Crunch is engaging with candidates on platforms such as TikTok, Snapchat, LinkedIn and Facebook. 

Crunch Media has implemented smart data visualisation, which has been developed in-house. This technology helps EE identify niche audiences through a unique heat-mapping process based on UK demographics, creating a targeted recruitment approach down to postcode level.

Simon Crowe, social media and creative hub manager at BT Group, said. “In today’s competitive marketplace, it is imperative that we engage with talent where they are online before they have considered BT Group or even a new role.“

Joshua Tumbridge, commercial director at Crunch Media, added: “Instead of hoping the right candidates are active within the job market, we have implemented targeted, data-driven campaigns, which are already generating significant commercial results for BT and EE.”

The Better Workplace programme will see the consolidation of 300 offices into 30 hubs across the UK. Newly refurbished offices will enhance wellbeing and collaboration between colleagues to create efficiencies in energy and maintenance costs, to significantly reduce the group’s carbon footprint and to help better serve its customers.

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