C.S.CARGO regularly conducts recruitment campaigns, but this particular campaign aimed to be different. In addition to the traditional recruitment of male drivers, the campaign focused on attracting female drivers. To achieve this, we leveraged the potential of the issue and involved existing female drivers in the campaign. By sharing their life and work stories, we familiarized journalists with the profession and engaged readers as potential job candidates.
At the start of the campaign, a research agency conducted a survey titled "Motivation of women to work as professional drivers." Subsequently, the advertising agency created visuals and a video titled "I have not only the wheel in my hands, but also my life," featuring female driver Jitka Töglová, who had been driving trucks for nearly two years at that time.
The campaign was supported by online promotion through video banners on news portals, Facebook, and the C.S.CARGO website. Radio spots were broadcasted through regional radio stations. The company also organized an open-house event and utilized an employee magazine to support recruitment efforts.
AMI Communications took charge of media relations activities throughout the campaign. We initially introduced the campaign and the conducted research to the media through press releases and individual contacts with journalists. Subsequently, we worked with journalists on an individual basis, arranging interviews with female drivers, providing the opportunity to attend the open-house event at C.S.CARGO headquarters, and arranging a reporter to ride as a passenger with a female driver for part of a trip and report on the experience.
Thanks to the cooperation with AMI Communications, our recruitment campaign received extensive media visibility. The engaging stories of female drivers attracted more female job candidates to our company.
Aziz Jahić, Marketing Director, C.S.CARGO
The campaign achieved significant success in terms of newly employed female drivers, with hundreds of women responding and 150 female drivers advancing to the next round. As a result of the campaign, the number of female drivers employed at C.S.CARGO has increased by 100% compared to before the campaign.
From mid-May to mid-June, the online advertising campaign generated approximately 4,700,000 views. In media relations activities, we reached a sizable audience of 6,000,377 readers through 29 outputs in online and print media, all at minimal costs, from May to December 2015. We successfully placed one of the drivers in the iDNES.cz series "People of the Czech Republic." C.S.CARGO became recognized by journalists as a pioneer in the campaign for female drivers, leading them to approach us with inquiries and automatically mention C.S.CARGO when covering female drivers.
The campaign received two awards in the 2015 Czech PR Awards competition: first place in the Corporate Communication category and first place in the Services category.
In December 2016, the project won a European Excellence Award in the Transport and Logistics category.
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