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Challenge: SITEL was looking for a unique approach for its Employee Referral Program when it asked NAS to develop an aggressive employee referral campaign for four of its U.S. call centers. Looking to engage a young audience of new job seekers, SITEL wanted pieces in a fun, contemporary tone that would highlight the opportunities for professional growth, as well as the centers' exciting, fast-paced atmosphere and high-tech environment.
Solution: Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding SITEL's situation. NAS created an ERP campaign for SITEL that invites employees to "introduce us to your peeps," featuring comical photos of baby chicks, a twist that makes the message enjoyable and appropriate for a wide audience. A variety of collateral pieces, including referral cards, reminder e-cards, postcards and NAS Pride items that carry the "peeps" theme were designed to keep the program fresh as it progressed.
Results:The campaign had enormous impact, generating over 100 new referrals and more than 30 new hires at each participating call center the first month. Interestingly, employee referrals took their biggest jump after direct mail postcards with the "peeps" theme arrived at employees' homes. Atop workstations throughout the call centers, NAS Pride "fuzzy chicks"-given to employees at the program's launch-remind employees to act before the offer "flies the coop."
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