ARPA Talent Attraction Campaign

Australian Rehabilitation Providers Association (ARPA) is a national not for profit, membership-based organisation representing businesses that provide services in the field of workplace rehabilitation.

ARPA’s 100 members across Australia employ around 1,600 people. Members were having real challenges in attracting and retaining staff and ARPA recognised the need to develop and implement a strategy to attract quality staff to their sector.

To develop an effective talent attraction strategy and campaign, NeonLogic began with research – understanding why people work in the sector, what they like about their roles, how it compares with other sectors offering similar roles, and the benefits they provide.

Understanding what motivates current sector employees, provided direction for the development of memorable and compelling communications to passive and active candidates alike.

The strategy mapped out target audience personas and job families as well as the media channel plan. The campaign creative leveraged the strategy insights in attracting both entry level and skilled professional interest. The ARPA careers website was restructured and a jobs listing portal created to provide potential candidates with job opportunities.

The market responded positively to the campaign, across both active and passive candidates in bringing awareness of the sector. With search and social leading in the engagement metrics, candidates responded to the display advertising and engaged with video to find out more about the roles available in workplace rehabilitation.