MPI Verification Services
The Brief
Ministry of Primary Industries (MPI) required a domestic and international talent attraction campaign to attract trained Veterinarians. The roles were with the Verification Services branch of MPI.
Following the pandemic, New Zealand, like the rest of the world, experienced a severe shortage of veterinarians
What We Did
The campaign targeted a broad audience including: newly graduated vets working in NZ and overseas, vets working in private practice looking for work / life balance along with vets considering returning to the workforce.
We created testimonial videos featuring individuals from the target audience discussing career opportunities within MPI, work-life balance, and a day in the life of a vet at MPI.
We launched a comprehensive media strategy utilizing domestic and international job boards, Google Display, and YouTube ads targeting NZ, the UK, Ireland, Australia, South Africa, the USA, and Canada.
The Results
The campaign successfully gained traction, particularly in New Zealand. A total of 85 applications were received, with a significant increase in interest from local candidates. MPI was pleased with the campaign’s outcomes.
