At LV=, the HR team developed a recruitment campaign allowing members of the public to take photographs of job ads and get a call back giving an overview of what it is like to work for LV=.
This piqued the interest of the media, which, in turn, helped generate interest from candidates.
When any company launches a recruitment drive, its PR team will want to get into the trade press in a bid to be recognised by potential candidates, but when it comes to promoting a firm purely for recruitment purposes, PR could be moving into HR's territory.
Rhodri Harries, MD at Kaizo PR, does not think this is a problem. 'Organisations such as Orange, McDonald's, Costa, Halifax and Google do recruitment comms really well,' he says. 'The utopia is HR professionals working with comms experts who control the brand, making HR's role easier.'
Keir Bosley, account director at PR agency CHA, believes this can only work if PR, internal comms and HR put their heads together to devise the strategy.
He says: 'Even if HR leads the programme, the PR team needs to keep an eye on it so it is aligned to the main brand of the business. Similarly, if PR is in charge, it needs need to have a good understanding of HR policies within the organisation and present them in the right way. Otherwise, new recruits may turn up expecting one type of firm but be presented with another.'