Miners for OKD Recruitment campaign

Problem Miners profession favored in the past 100,000+ miners in Ostrava region in 80’s 20,000 miners after 2004 Desillusion, lack of respect, low recognition OKD in 2004: new owners, new coal reserves, new perspectives Lack of qualified miner – workforce has to be delivered from Poland and Slovakia Need for 600+ new miners, almost nobody interested Miners profession favored in the past 100,000+ miners in Ostrava region in 80’s 20,000 miners after 2004 Desillusion, lack of respect, low recognition OKD in 2004: new owners, new coal reserves, new perspectives Lack of qualified miner – workforce has to be delivered from Poland and Slovakia Need for 600+ new miners, almost nobody interested

Idea miner’s profession based on team work miner’s usually work in twosome teams 20,000 miners is an army 20,000 agents in the region = mass 20,000 people telling the story = stronger impact than newspaper ads TASK – to convince own miners first and ask them to play the role of recruitment agents miner’s profession based on team work miner’s usually work in twosome teams 20,000 miners is an army 20,000 agents in the region = mass 20,000 people telling the story = stronger impact than newspaper ads TASK – to convince own miners first and ask them to play the role of recruitment agents

Internal communication articles in internal newspaper leaflets available for 1-on-1 distribution by miners visits in the recruitment centre trainings intensive motivational campaign in corporate media strong symbols of TEAM spirit (hands) “Looking for guys holding a bunch!”

Internal PR campaign “Bring your own partner!” Miner’s work through journalists’ eyes Efforts to promote miners’ work

Internal PR campaign “Miners are bringing their partners” Recruitment center opened “Recruitment bonus is back”

Internal PR campaign “OKD Academy supports the children of miners” “Average salary in OKD at 2008 grown among the firms in the region most”

External part recruitment ads in regional press motivational ads in corporate newspaper “The Miner” (higher circulation than the public newspapers) leaflets distribution recruitment center support recruitment ads in regional press motivational ads in corporate newspaper “The Miner” (higher circulation than the public newspapers) leaflets distribution recruitment center support “Looking for guys holding a bunch!”

Results target = 1000 new miners (later reduced to 500 due to downturn) monthly average of applicants: +100 before campaign +400 at the campaign peak 413% growth in 2H compared to 1H 08 60% higher results over the targets “The recruitment campaign worked,” sais HR manager RECRUITMENT CAMPAIGN