Pnet
Client: |
Pnet |
Project: |
Brand Positioning –
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CHALLENGE
In a competitive category of staff recruitment service providers, how does South Africa’s biggest recruiter gain a foothold in the SME market?
Pnet wanted to raise awareness within the SME sector that they’re not a traditional recruitment agency but rather an intelligent platform that connects recruiters and job seekers. The challenge was to get SMEs to understand that Pnet is a job-matching technology instead of an old-school job board.
INSIGHT
In the SME world, people have to do so much more than their job title.
Radio Spot
Radio Spot
Radio Spot
STRATEGY & CREATIVE
Using Pnet’s reality as South Africa’s largest online database of active job seekers that is segmented by both education and experience as the starting point, the strategy was to amplify an SMEs chance of finding that right person (as opposed to ‘resource’) that could create a positive impact in their businesses.
CAMPAIGN HEADLINE
To further expand the ‘Business to the Power of People’ campaign, we created messaging for multiple sectors. This ensured a cohesive narrative that spoke directly to the various target audiences. This approach not only maintained consistency in messaging but also enhanced the campaign’s resonance for SMEs within various industries to create a deeper connection, as well as showing the many benefits Pnet has to offer.
