The Challenge
The HKJC is one of the largest employers in Hong Kong with a growing footprint in the Mainland. It has a global reputation for being a centre of excellence for equine sports, and as a leading charitable institution. However historically it has not been able to leverage these attributes to become an employer of choice, especially outside of equine specific roles. Given that many thousands of employees work in areas such as hospitality, retail, customer service and corporate roles, we needed to identify and articulate what makes all careers at HKJC unique.
The Solution
We designed and delivered a series of interviews and focus groups for the key talent populations that were critical to the success of the Club. We also spoke to leadership to understand the vision and aspirations for the future of talent. The analysis of the quantitative and qualitative insights was distilled into 4 key themes that differentiated the Club’s career proposition. 3 design concepts were developed to represent these themes, and these were tested with key populations and stakeholders. The preferred route was then executed across a wide range of recruitment marketing channels, including career site, social, film, events, and candidate engagement.
The Result
There has been a marked increase in key attraction metrics that the Club uses such as attendance at recruitment events, social following, career site engagement, talent pooling and candidate conversion. The new brand is positioning the Club as a forward thinking, caring employer that offers flexible careers where you can have a big impact on Hong Kong society.