American Express Case Study

p+ 1 877 665 8768 [email protected] www.jwtinside.com

SERVICE DELIVERY NETWORKAligning Recruitment with Business Mission and Vision

CHALLENGE

The American Express Service Delivery Network (SDN) — the division responsible for credit card customer care — recognized that its recruiting strategy was not aligned with its business mission and vision. The talent acquisition team was hiring the wrong candidates. The result was low cost-per-hire, but at the expense of high turnover. In addition, there was no SDN-wide employer value proposition (EVP) and advertising campaign. In their absence, each of the Amex recruiting teams approached recruitment advertising differently. There was no visual or message consistency. The one consistency — all groups relied on newspapers, job boards, career fairs and employee referrals to recruit. Unfortunately, there was no system in place to determine total advertising spend, effectiveness of advertising tactics or return on investment. Enter JWT INSIDE.

SOLUTION

In order to achieve the SDN’s mission: to become the world’s most respected service brand, JWT INSIDE had to refine Amex’s EVP and recruiting strategy. That meant recruiting from other premier service brands inside and outside of the credit card and call center industries; retail, hospitality, food service, and retail banking industries were pursued for SDN customer care roles. We also needed to give the EVP distinctness and emotion, to serve as the foundation for their creative expression.

The creative expression was inspired by true customer care stories, and the campaign emphasizes a key employment differentiator: the problem solving nature of SDN work. Working at Amex is not about managing transactions; but about managing relationships and going beyond the call for customers — delivering extraordinary customer care. The kind of people that work at Amex are human, proud and passionate. Perhaps the tagline says it best: “A passion to go beyond.”

We also needed to produce a media/sourcing plan that would connect and compel our target audience to apply. To remain top-of-mind with candidates, we leveraged online advertising networks to serve up SDN advertising where local content is provided. The Amex recruiting message appeared on hundreds of Web sites such as Yahoo, The Weather Channel, Career Builder AZ Central, Latina Style and more. All advertising was purchased on a pay-for-performance model. We also leveraged highly targeted email, search engine, and out-of-home advertising to connect with candidates.

RESULTS

JWT INSIDE and Amex are monitoring the campaign from an online dashboard called JWT INSIDE Track™. Here, Amex views and prints out reports on advertising expenditures by media, recruiter or location. We will use the dashboard to optimize the media plan — adjusting spending to focus on the most effective sources of applicant flow. Most importantly, at the end of the year, Amex will have a record of total advertising expenditure, and most effective sources of applicants. This is incredibly valuable to future planning and budgeting.

American Express is an equal opportunity employer

Parents worried. Son flying through blizzard.

Can’t reach airline. That’s why they called me.

— Simon, Customer Care Professional

You hear it in his voice. He’s working at American Express.

You can merely handle transactions, or you can be an American Express Customer Care Professional and manage customer relationships for one of the world’s premier service brands. You’ll work alongside a group of professionals passionate about delivering outstanding service that goes beyond the call.

American Express offers career development, benefits and compensation you would expect from one of Fortune’s 100 Best Companies To Work For. So if you’re working in retail, hospitality, food service, banking or travel, consider a truly rewarding opportunity as a Customer Care Professional with American Express.

ApplY now At AmEricAnExprEss.com/cArEErs >

HTML E-MAIL

a PaSSion to go beyond

Find out what it’s like to work in customer service at American Express.

a m e r i C a n e x P r e S S C u S t o m e r C a r e C a r e e r S


No cards. No tickets.Flying in four hours.

That’s why they called me.— Linda, Customer Care Professional

Apply at americanexpress.com/careers

Discover a passion for service unique to American Express Customer Care Professionals.

> Enjoy plenty of opportunities to develop and grow.

> Get the benefits you would expect from one of the world’s premier service brands.

> Be part of a team of individuals who solve problems and manage relationships.

> Join one of Fortune’s 100 Best Companies to Work For.

SMALL SPACE AD

a Passion to go beyond

a m e r i C a n e x P r e s s C u s t o m e r C a r e C a r e e r s i n P h o e n i x


No cards. No tickets.Flying in four hours.

That’s why they called me.— steve, Customer Care Professional

Find a passion for service unique to American express Customer Care Professionals.If you enjoy working in customer service, here’s an opportunity you can be really excited about. As an American Express Customer Care Professional, people aren’t just calling on you, they’re counting on you. After all, you’re the voice of American Express. You’re not merely handling transactions, you’re managing customer relationships for one of the world’s premier service brands. And you’re passionate about being fully engaged in any situation you’re handling — going beyond the call for every customer you serve.

American Express offers the career development, benefits and compensation you would expect from one of Fortune’s 100 Best Companies to Work For. We believe a passion for service can come from any industry or occupation, including retail, hospitality, food service, banking or travel. If you have a background in any one of these areas and you’re committed to extraordinary customer care, we’re looking forward to speaking with you.

APPly now AT AmeriCAnexPress.Com/CAreers.

Customer foCused | serviCe | resPeCt | diversity | develoPment | teamwork | a Passion to go beyond

a m e r i C a n e x P r e s s C u s t o m e r C a r e C a r e e r s i n P h o e n i x

Sales & Services-Generic

Now you can trade in your job

for a career.Become the voice of American Express.As a Customer Care Professional, you’ll learn new skills and watch your career grow — at one of the world’s premier service brands.

a passion to go beyond

A m E r i c A n E x p r E s s . c o m / c A r E E r s



Days after tsunami.No documents.

No place to stay. That’s why they called me.

— Ron, Customer Care Professional

You’re not just doing a job. You’re making a difference for your customers.

After college, why not start a rewarding career with a promising future — as an American Express Customer Care Professional?

> Discover plenty of opportunities to develop and grow.

> Receive your training from one of the world’s premier service brands.

> Be part of a team of individuals who go beyond the call for every customer they serve.

> Join one of Fortune’s 100 Best Companies to Work For.

Instead of wondering what your future will bring, feel certain that it will be something you’ll be really passionate about. ApplY now At AmericAnexpress.com/cAreers.

COLLEGE POSTER

a m e R i C a n e x P R e s s C u s t o m e R C a R e C a R e e R s i n f t . L a u d e R d a L e

CustomeR foCused | seRviCe | ResPeCt | diveRsity | deveLoPment | teamwoRk | a Passion to go beyond

Become an American Express

Customer Care Professional.

and share our passion

for customer service.

If you’re inretail, hospitality, food

service, banking or travel...

ONLINE BANNER

Apply now for opportunities

in Greensboro >

Get the career development,

benefits and compensation you deserve.






c u s t o m e r c a r e c a r e e r s


c u s t o m e r c a r e c a r e e r sc u s t o m e r c a r e c a r e e r s



1

3

4

5

6

2

Documents

American Express Case Study