13 February 2006
salesforce
SalesForce, Australia’s leading call centre provider and winner of two consecutive Hewitt awards for best employer in Australia, has launched an innovative new recruitment campaign to attract people to its unique workplace culture, through a partnership with Twenty20, Mindstream Digital and OMD.
The ‘I quit’ campaign teams online and transit advertising with an entirely new website: www.iquit.net.au which allows disgruntled employees with “seriously crap” jobs to apply to SalesForce online. It also lends a hand in “telling your boss where to go” (in other words, you can submit a letter of resignation to a current employer) and even share nightmare job stories in the “I Quit Hall of Shame”.
iquit.net.au and online advertising went live on 16 January, with transit advertising to follow in coming months.
SalesForce Managing Director, Kevin Panozza said the ‘I quit’ campaign highlights the emphasis the company places on fostering an alternative workplace culture.
“SalesForce attracts people that may not have fitted the mould of other corporate environments, providing a space where employees can just be themselves. The staff really appreciate this and have embedded themselves in this workplace culture. Our clients also see the benefits of positive staff attitudes. We therefore wanted the recruitment campaign to capture this culture and allow us to recruit a steady stream of similar potential employees,” he said.
Twenty20 and Minstream Digital responded to the challenge with an emotional approach that breaks the mould of traditional recruitment advertising.
Twenty20’s creative director Fysh Rutherford said: “This witty and irreverent humour really seems to strike a chord with people who would much rather work for a like-minded employer. The interactivity, hand-written-style text and doodled-illustrations really contribute to this feel of empathy. And the very first interaction potential employees have with the SalesForce brand ends up being a very powerful way of presenting the culture.”
Client Team:
Geoffrey Court
Katie Robb
Project Team:
Twenty20
Matthew Ellis
Sam Tzouramanis
Andrew Panozzo
Mindstream Digital
Ben Durrant
OMD
Bernadette Melville
Florea Nuthall