We’ve been lucky enough to get to know our friends at Villa Maria recently, helping them out with lots of recruitment marketing projects. But even their prestige wasn’t going to be enough to find the seasonal horticulture people they needed in 2021.
They are a marquee name. So, when it comes to finding people to pick the grapes for their summer vintage each year, they have their pick of wine enthusiasts, who tour the world’s best vineyards. For obvious reasons, that wasn’t happening this past summer, so a wide-reaching recruitment marketing campaign was required to find the people Villa Maria needed. And, because they’d not had to deal with volume applications in the past, their applicant tracking system (ATS) wasn’t going to be up to the task either.
First, we needed to refresh the marketing content. Villa Maria gave us all the insight we needed. Despite being such a distinguished name, they are a down to earth group. And they care about the people that work with them, even if that’s only for a brief period. They’ll be out there, with the pickers – ready with advice and jumping on the BBQ at 2am to keep the team fuelled-up. This family approach, and the pride all New Zealanders take in our country gave us the concept ‘is our vineyard your backyard?’
Our recruitment marketing campaign took the message to the NZ market through digital channels and programmatic targeting, a engagement campaign on Facebook. At the same time, we integrated the ATS, ‘Team Tailor’ to replace the legacy system and process the hundreds of applications efficiently.
All within three weeks. Phew.