The recruitment campaign that outperformed by 20%
Subject transitioned from immersion-led insight to high-conversion recruitment in under four weeks.
20% OVER TARGET
The recruitment campaign beat its goals with room to spare
BROKE INTO A NEW MARKET
The campaign introduced FIFO gigs to the New Zealand market
BUILT TO BE REUSED
The messaging became a reusable system for future hiring and onboarding
Meet the customer space
The Customer Space is a boutique CX and insights agency known for deep-dive research and behaviourally-driven brand work. When one of their clients, a national hospitality provider in the resources sector, needed a fast, effective recruitment campaign, they brought me in to turn insight into execution, fast.
the identity gap
Findings:
Deep immersion work had surfaced psychological and cultural insights about candidate motivations and barriers
Client knew what they wanted but didn’t have the internal capability to execute
The timeline was tight. If recruitment didn’t land before Christmas, operations were at risk
Diagnosis
No messaging system yet developed. Concepts, structure, copy, and campaign flow needed from scratch
The FIFO job format was being marketed to an audience with no assumed prior knowledge of the job or lifestyle
The industry landscape was cluttered with formulaic, ineffective employer messaging
Without a compelling narrative, the recruitment campaign risked being forgettable. And failing.
Phase 1: intel alignment
Collaborated with Renee (The Customer Space) on refining interview scope and questions. Debriefed on audience insights post-immersion to surface key motivators and decision barriers
Phase 2: concept creation
Developed four distinct campaign concepts grounded in behavioural psychology. Presented directions to client and refined two favourites based on feedback.
Phase 3: messaging architecture
Built messaging hierarchies for each chosen concept, including emotional hooks, proof points, tone of voice, and CTA logic. Worked closely with The Customer Space to determine rollout timing, platform allocation, and asset sequencing.
Phase 4: Asset development
Completed full copywriting across all assets, including static and video ads (with scripts and storyboards), landing pages, job descriptions, and FAQs. Ensured each touchpoint aligned with the overarching messaging strategy and creative tone, and provided ongoing input to ensure strategy was reflected clearly across design and delivery.
operation: recruitment rewired
CLEARANCE OUTCOMES
Following completion, subject achieved:
✔️ Recruitment campaign exceeded targets by nearly 20%
✔️ Strategic messaging became a reusable framework for future recruitment and internal onboarding
✔️ Client responded with enthusiasm and buy-in at every stage. Messaging gave them language they didn’t know they were missing
✔️ Fast turnaround, zero creative derailments, and a refreshingly human narrative in a highly transactional space
Client memo
“Liv’s ability to translate complex insights into compelling, differentiated campaign concepts was exceptional.
She brought fresh creative thinking while staying true to the audience intelligence we’d uncovered, worked seamlessly within our collaborative process, and delivered to tight timeframes when needed. The resulting campaign exceeded recruitment targets, and the messaging framework she developed has become a valuable asset.”
— Renee Todres, Founder, The Customer Space
Dept. directive
Compliance requirement:
Brands exhibiting early-stage messaging confusion should immediately submit for evaluation.
Recommended Action:
