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As an organisation with people at the centre of everything they do, Les Mills knew that hiring the right people was crucial. They needed a strong employment brand to attract applicants who reflected Les Mills values and could help grow the company. They also needed to recruit global salespeople, which meant changing mindsets and convincing people in the fitness industry to consider a career change.
Internal and external survey research helped us design an insight-led campaign to get the word out and change the conversation and mindset. Tips, advice and real stories of people looking for change brought the career change and satisfaction to life, and simple messaging (Exercise Your Passion) encouraged new recruits. An interactive document and a digital media plan were added to the mix to promote the recruitment drive, all of which generated huge bumps in traffic. We saw a 58.7% increase in the US careers pages and a whopping 132.7% in the UK. A 10.3% increase in time spent on site gave us a good indication of increased interest.