What we did

Getting young people interested in a job in the security sector. That is what Securitas, a constantly growing world player, set out to do. The company is currently looking to recruit more than 1,500 new colleagues, including 200 student workers for the summer. They decided to organise Securitas on Tour to target this audience. A job festival that travelled to six locations in just six days. RCA provided rock ’n’ roll communication to guarantee an enthusiastic audience in the front row.

Music, jobs and more

This was not your usual boring recruitment event, but a series of six fun job fairs packed with job openings, information sessions, workshops and demos. And most importantly: drinks, food and fun, with entertainment by stand-up comedian Bert Kruismans and the singer-songwriter Bai Kamara Jr. topping the bill! RCA called it ‘The Safest Job Festival on Earth’, developing a strong visual style. We also extended this festival feel to www.securitasontour.be, creating a landing page with more information and a registration module for candidates.

Be there or be square

We promoted the events on Facebook with fun animations, visuals and copy tailored to the audience and location. Reluctant participants were won over with retargeting on Facebook and Google. People who registered were sent a reminder by e-mail and retargeted to ensure they would turn up on the day itself.

We also captured the attention of students in the right programmes using more traditional media. Our flyers and posters were everywhere you looked on university and college campuses. In Antwerp, the festival communication was even prominently featured on Adshel advertising panels in strategically-chosen student neighbourhoods.

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Securitas mockup FB ad 683x500
Branding

Hands in the air!

All festivals need strong branding. So we designed trendy festival wristbands, a handy goody bag and cool Securitas sunglasses for the candidates. We took care of every last detail of graphic design for the event.

You name it, we created it: badges, signage, templates for digital screens, T-shirts for the Securitas crew, time slots, information panels and more.

Results

What was the outcome?

Securitas received 1,911 registrations for the six events: three ‘sold out’ early and two were forced to find a bigger venue. They spent a whopping 528 hours interviewing applicants, which led to 400 official applications. Securitas hopes to hire at least 200 candidates as soon as possible. It’s safe to say that Securitas on Tour was a huge success.

Unique website visitors

5.7
k

Registrations

1.9
k

Impressions

2.0
million
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