As one of New Zealand’s largest red-meat companies, Silver Fern Farms offers a huge range of opportunities across Agri-Business, Operations/Technical and Business. They have been running their graduate careers programme for the past three years. Each year we have worked with them to build up brand and programme awareness, and to showcase their programme to students studying across related areas.
Each year two graduates are hired from what can be hundreds of high-calibre applications. Our challenge each year is to ensure that our messaging reaches a wide range of graduates across the breadth of the country and showcases the array of opportunities on offer at SFF.
It was our job to create a strong vision for the students so they could clearly visualise the growth and range of career opportunities that Silver Fern Farms offers. We did this by using the existing Silver Fern Farms employer brand to tailor messaging that was aligned to the audience we were attracting.
Our messaging connected with students and showed them why working for Silver Fern Farms would be an ideal step for their careers, with endless opportunities on offer. A multi-channel digital campaign running across a range of media channels (including TikTok!) was used to reach our target audience. In fact, in 2021, this campaign was one of the first recruitment campaigns that ran across TikTok in New Zealand - this ended up being one of the best performing channels for the campaign.
Candidates applied via the client's ATS, with responses managed by HainesAttract. This included an initial CV screen, phone screens, video interview screening and then a long listing for the client. We also supported Silver Fern Farms with booking final interviews to create a seamless process. Our solution proved to be very successful, and we attracted a great calibre of candidates for Silver Fern Farms.