Online application webpage views
Applications received
Hiring target reached (11 offers made)
About Alex Fraser and Hanson
Alex Fraser is Australia’s leading producer of sustainable materials for the civil construction industry, producing high-quality products, including aggregates, asphalt, road base and sand. Alex Fraser focuses on excellence in delivery and reliability, and provides measurable improvements in environmental outcomes.
Alex Fraser’s parent company Hanson is one of Australia’s leading suppliers of heavy building materials to the construction industry. Hanson produce aggregates, including crushed rock, sand, gravel, crusher dust and road base, and a high-quality range of premixed concrete.
“If you want to do good work, you really need good people. I’ve been at Alex Fraser for 10 years and Employment Office has been part of that journey with me. We want to make sure we attract the best possible candidates, and Employment Office helps us deliver that. It’s been an enormous help to me to know that they’re always there and I can rely on them when I get busy.” – Jeff Burns, Regional HR Manager – Southern Region at Hanson
Increasing Gender Diversity
Both organisations were looking to recruit female drivers as part of their Women Driving Transport Careers program (a male-dominated market in terms of role types and industry).
Through the WDTC program, Alex Fraser and Hanson gave females without prior experience with heavy vehicles the opportunity to receive training, while being paid. Employees would receive support and training to prepare them for their driving tests and the opportunity to drive the same trucks as they would be when they commenced in their roles. It was an exciting opportunity to take to market, but they needed a great recruitment strategy.
137% Hiring Target Reached
With 5614 online application webpage views and 266 applications received in a one-month campaign period, Alex Fraser and Hanson had a diverse, high-quality talent pool to choose from. (In fact, we had to close the campaign early because of the overwhelming response!).
They welcomed 24 candidates to their Group Information and Interview Day and made 11 offers (137.5% of their hiring target).
They received a huge influx of positive online engagement with requests for Alex Fraser and Hanson to extend the opportunity to other states, and achieved exception social media performance, with:
- 116 comments
- 173 likes (4 loves)
- 50 shares
- 34 209 advertisement views.
A Targeted & Passive Strategy
Alex Fraser and Hanson engaged Employment Office, and our specialists completely revamped their online application webpage and advertising messaging:
- writing new copy showcasing information about both organisations, establishing Hanson’s global market leading position
- creating a “benefits” section for candidates to clearly understand, “what’s in it for me?” to sell the opportunity to the right people over other competiting career opportunitities
- engaging candidates by informing them about the unique nature of the Women Drivers Transport Careers program offering.
In executive a comprehensive advertising strategy to attract the high volume of applications, our specialists advertised on:
- Active advertising channels (i.e. Seek, Indeed, CareerOne, etc)
- Passive advertising channels (i.e. Digital Headhunting, eShot and social media).
The recruitment advertisements incorporated:
- female-coded language and copywriting tactics backed by industry research to appeal to females
- attractive collateral to enchance the application webpages and advertisements, including a careers video from our Employer Branding team.
Our team also designed and facilitated two Group Information and Interview Days to help hiring managers select drivers from their targeted talent pool of drivers without prior heavy vehicle experience.
