| Summary_ The strategy was devised between Hilton Worldwide’s in-house Communications and HR teams to raise awareness of careers in hospitality and engage with young job seekers, on both a Europe wide level, by using social media and tapping into national news agendas, as well as on a local level, by reaching out directly to groups and communities through the PR agency network and the European hotel portfolio. _ The objectives for this interactive campaign were to drive talent agenda across Europe and to articulate our employer value proposition. In addition we wanted to build relationships with relevant Government Ministers and secure supportive commentary from at least one of them. As a PR campaign we hoped to achieve 250 positive media articles on our job creation story and increase visits and applications to www.hiltonworldwide.com/careers site by 10 percent. _ Over the six month period, we coordinated a series of activities from the Europe-wide distribution of our job creation story under the headline Hilton to create 8500 new jobs, to our Vice President of Human Resources, Europe, attending a Cabinet Office roundtable with the Deputy Prime Minister on the proposed Youth Contract, and launching the UK apprenticeship academy offering opportunities to 50 budding chefs, with a secured quote from the UK Employment Minister, Chris Grayling. _ The campaign culminated in the Careers @ Hilton Live week in April, during which more than 250 events were held at 100 hotels across Europe. We organised photo-calls and media interviews at key events including inspirational lectures and careers workshops in Germany; and a ‘behind the scenes’ chef apprenticeship tour for young jobseekers in London which was attended by the UK Employment Minister; we created a careers video providing practical tips and advice to hospitality job seekers; announced a new UK apprenticeship scheme creating 100+ career opportunities which included quote from Employment Minister; held live Facebook Careers Chat with VP HR and hotel GM. _ We achieved: -* More than 480 positive articles generated including news and feature articles and broadcast in top-tier national media in 11 countries ? 14 percent increase in visits to www.hiltonworldwide.com/careers (Europe) during three weeks of PR for Careers@HiltonLive compared with three weeks immediately prior. Please note: an average of 10 percent of visits results in applications -* Relationships established with three Government Ministers – Deputy Prime Minister, Nick Clegg; Employment Minister, Chris Grayling; Skills Minister, John Hayes; Two supportive quotes provided plus event attendance at Careers@HiltonLive -* More than 1700 views of the HW careers video on YouTube (across different channels) -* Weekly reach of the Hilton Careers Facebook page increased by 180 percent during Careers@HiltonLive -* Increased @hiltoncareers Twitter followers by 50 percent during Careers@HiltonLive reaching 100,000+ |
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