Attracting job seekers to work on a dairy farm
Aussie Dairy and the great outdoors is hiring! Our feel good recruitment campaign keeps it real, celebrating our Aussie Dairy, heroing our people and highlighting why a job in dairy matters.
With all industry feeling the pinch of staff shortages, people are now looking for a job beyond a paycheck, that brings purpose to their lives. But a job with purpose means something different to everyone.
Aussie Dairy is all about authenticity so we needed to speak to the real people putting in the hard yards, and understand what motivates them to get up before the crack of dawn everyday.
We found that people genuinely care about working in dairy and the rewards it brings them from lifestyle, to working with animals in the great outdoors.
Our dairy Ambassador Jonathan Brown calls on Aussies to consider a job with real purpose, - one that literally puts food on the table.
This phase was to generate public awareness of the industry and educate potential job seekers of the benefits of a dairy career. The national campaign went live in key dairy regions around Australia through various targeted executions. We created content for TV, radio, digital, press and social.
Once recognition of a career in dairy was established, we positioned strategic messages to specific audience buckets, acknowledging their motivations as well as the barriers. These messages led them to the direct avenues for immediate job opportunities.
feels like
increase in awareness of dairy jobs increased to across targeted dairy regions
adults in the region would consider a dairy job after seeing the campaign
We are so grateful for our partnership with the thrills™ who have helped deliver a campagin over and above what we could have imagined.
Glenys Zucco
Head of Marketing
What we did:
- Campaign strategy
- Campaign idea
- TVC
- Digital
- Social
- Radio
- Press
