Campaigns: Recruitment - Antal survey gains global attention

Campaign: The Global Snapshot
Client: Antal International
PR team: BlueSky PR
Timescale: September-November 2010
Budget: £25,000

Antal International is a management recruitment specialist, operating in more than 30 countries worldwide.

Objectives

- To raise awareness of the Antal brand on a global basis.

Strategy and plan

The PR team created the idea of a simple quarterly survey that would monitor hiring and firing levels of managers and professionals in key markets around the world.

The survey, limited to four questions - are you hiring now, do you plan to hire in the next three months, are you firing now, are you planning to fire in the next three months - was carried out by Antal's consultants.

The PR team turned the research into a written report and then produced press releases tailored to each country. The team produced a 'guide to dealing with the media' so individual offices could distribute the releases to local media without incurring large fees to use a news wire service.

Measurement and evaluation

The campaign generated coverage in diverse media such as the Financial Times, CNN, Spain's El Mundo, The Times of China, and the Gulf's Arabian Business.

Results

Antal secured new clients from countries including the UK, Netherlands, China, Poland, India and the Middle East. During the two months following the release of the survey, the Antal website also experienced a 20 per cent increase in unique users.

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