Creative concept development
Digital communication strategy
Digital design & build
Australian Unity, which provides financial, healthcare and retirement living services to half a million Australians, required a campaign to recruit staff to set up and operate its new aged care facility. It needed candidates across a range of job types and to build a talent pool to draw on should the anticipated attrition rate materialise.
Hard Edge developed a creative concept, balancing the emotional and rational reasons for wanting a new job, to attract a new breed of candidates and encourage them to apply. Once the creative direction was established, the campaign was rolled out across print, digital and channel communications, with Hard Edge also responsible for media booking and overall campaign management.