Recruitment - Tough interviewers boost

Campaign: Client: PR team: Band & Brown, Brando Digital Timescale: August 2007-February 2008 Budget: c. £75,000 PR and development spend is one of the country's leading job boards but competition in this area is fierce. As Jobsite's PR agency, Band & Brown's digital division, Brando Digital, came up with (BMI).


- To increase interaction with its existing 3.9 million registered users

- To drive new jobseekers to Jobsite.

Strategy and plan

The concept of BMI was designed to offer individual jobseekers practice interviews with some of Britain's best-known bosses using digital video technology.

The campaign used an interactive video-based website that let jobseekers practise for interviews with high-profile business people including Duncan Bannatyne and Jacqueline Gold.

The launch news story in February quantified the cost to workers (£2.3bn) of failed interviews.

Measurement and evaluation

The campaign generated more than 90 media articles at launch.


Since launch BMI has attracted more than 110,000 new unique users, with more than one million video clips streamed, directly driving more than 6,000 job searches, applications and new registrations through to Jobsite.

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