A campaign turned into a new recruitment tool that got the world talking.
In 2018, Volvo needed to hire 200 highly skilled car technicians in its Ghent manufacturing plant.
Instead of making the obvious recruitment ad, we took a hard look at the existing hiring process and decided to take a different approach.
We created a state-of-the-art brand experience which helped Volvo establish its innovation credentials at scale, and hire the right talent.
Volvo / The Recruiting Car
FamousGrey, 2018
We turned a car into Volvo’s new recruiter.
We refitted a Volvo S90 as the "HR90," equipping it with artificial intelligence that allows it to interview prospective technicians. The car quizzes candidates via image recognition, mapping and analysis of preset parameters, analysing the candidate's facial expressions and word use in order to assess their knowledge, motivation and social skills.
The car conducted its first interviews at the Brussels Motorshow, and will continue to tour job expos, schools and Volvo dealerships around Europe in search of new hires.
The Brief.
Volvo asked us to help recruit 200 skilled car technicians to work in its Ghent factory.
The Challenge.
Volvo needed to conceivably ramp up its innovation creds to grow its appeal amongst young graduates. The existing job application process was complex, and not working in our favour.
The Strategy.
Instead of creating recruitment comms, we argued it’d be more fitting to transform the first stages of the application process, and build a new hiring tool as smart and innovative as a Volvo.
The Results.
Volvo managed to snag 70% of the car show’s national news coverage (reaching 1/2 Belgian households), hijacking the competitor’s media and news coverage.
Volvo’s sales team received +300% price requests during the event compared to previous editions.
The open job vacancies? All filled.
Awards
3x Cannes Lions (1 Silver, 2 Bronze)
2x Eurobest (1 Silver, 1 Bronze)
