Best Initiative in Human Resources and Talent Management

C Resort Casting Call

Summary1. Presentation

ContextSpecificationsCandidate profileRecruitment process

2. DesignLuxury Branding PartnershipCatchy VisualsThe Squetches & The Results

3. Communication and ImplementationCommunication process and timelineCasting call PartnershipsCasting call bus campaign

4. Evaluation

Con

text

C Resorts is the new, fun and cool, upper upscale lifestyle brand of Constance Hotels, Resorts & Golf.

The brand’s concept is ‘Nature’s Playground’ and the tagline conveys its spirit well “Come play, Let go, Feel free”

To live the brand spirit, we needed a norm breaking recruitment campaign to attract the best matching employee profile.

Hence, was born the C Resorts CastingCall!

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Spec

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s Recruitment Campaign Specifications

• Seeking candidates with talents: jugglers, poets, musicians, poets, soccer players, dancers, movers & shakers…..

• Abolishing industry restrictions on tattoos, dreadlocks, piercings

• For the first time in the Indian Ocean, the candidates didn’t come for an interview, we went to them in a bus!

As they were, where they were.

• Speed interviews in the ‘C-Bus’ in different locations over a week

• Catchy recruitment visuals

• Live social media and radio coverage

• Party atmosphere on the scene of the recruitment campaign

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e Seeking Special Candidates

PERSONALITYOF C RESORTS → TARGET'S PERSONALITY DEFINITION

Bubbly → Energetic and Lively Full of energy, enthusiasm and positive attitude

Open- Hearted → Authentic Someone who is open-hearted, who is kind, loving, and honest.

Cheeky → Audacious Has a sense of humour, to dare, to do things with boldness

Fun → Fun Happy person

Cool → Easy-goingCalm and not worried or frightened;

not influenced by strong feeling of any kind

Personality of C Resorts & Best fit with our values

VALUES AT C → Candidates who reflect these behaviours…

Surprising with GENEROSITY → Nothing is impossible

Caring with SINCERITY → Honest and heartfelt

Striving for EXCELLENCE → Can do. Will do

Championing INVENTIVENESS → Open to discovery

Commanding RESPECT → Considerate and carefulPR

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EVALUATION

PRESS- Printed Press during

the bus days

RADIO

- NRJ Radio Ads and Shows (Partnership)

- On site animation

WEB- Teaser

- Bus Campaign- Jobs Details

- Recruitment Campaign

REFERRALPROGRAMME

HOTELS

INTERNAL APPLICANTS

FINAL SELECTION

- Roles Plays

- Individual Selection

- Online personality

test

BUS CAMPAIGN

- Interview Dating- Communication

- Marketing- Awareness

External applicants

Internal applicants

TALEO(Applicant Tracking System for CHML)

Rec

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Pro

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ion CATCHY Visuals

External campaign

• Casting Call campaignThemed as a ‘Casting call’ for talentsFocus on talents of participants Visuals conveyed how ‘Play’ would be integrated into daily rolesAs from the hotel concept, our specifications and ideas, we made a partnership with Luxury Brandingto conceptualise our recruitment campaign.

• “Calling all” messageCalling all musicians, dancers, jugglers, poets, dreamers, volleyball champions, football players, personal trainers, boat captains, gardeners, bakers, singers, comedians, painters, craftsmen, movers, shakers and candlestick makers. C Resorts, the new lifestyle brand, by Constance islooking for exceptional talents to work in their F&B, Housekeeping, Spa and Front Office teams. We invite you to audition for ‘Nature’s Playground’, a new direction in hospitality.

Casting Call visuals

“Calling All”message.

Casting Call visuals

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Production CATCHY Visuals

External campaign

• As from our visuals concept and message ideas, we have made internally all the visuals and a teasing for the recruitment campaign.

• Campaign started with teaser adverts in print and on social media

Casting Call teaser

DES

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Production CATCHY Visuals

Internal campaign

• For the internal applicant, we made colorful and appealing visuals that has been shared over all Constance Hotels and Resorts subsidiaries.

• The referral programme consisted of the internal employees refering someone to stand a chance to win a gift.

• The campaign was done in Mauritian creole and English to touch a wider audience.

Referral ProgrammeCampaign

InternalApplicantCampaign

DES

IGN

The

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The

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The Bell-Boy JugglerA smart young bell boy in pristine uniform stands in the lobby. Within shot will be a gold luggage trolley with a couple of bags and the corner of the reception desk with a beautiful bowl of shiny appleson it. The floor will be polished and gleaming, and the bell boy will be depicted as gleefully juggling 4 apples.

The Musical ChefCentre of frame, a young male chef in pristinechef’s whites, stands in front of a stove whileholding a pair of wooden spoons. On the hob are four cooking pots of various heights, filled withbubbling liquids of different volumes. The chef passionately ‘plays’ these pots with the ends of the wooden spoons - perhaps he sings at the top of hisvoice too.

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The Housekeeper header-ingA female housekeeper in pristine uniform, holding a row (or triangle stack) of rolled

towels walks across the beach. Behind her, the sand and water’s edge with a couple of

people in swimwear facing her direction, one with their hands in the air after losing

control of a ball. The housekeeper joyfully ‘headers’ a beach ball back to them while

keeping the pile of towels perfectly balanced.

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INTERNAL CAMPAIGN/ REFERRAL PROGRAMME

- Create Requisitions on Taleo(Applicants Tracking System).

- Emailing to all the CHR entities.

- P&P for conditions to join.- Visuals and posters in the

hotels.As from the 10/08/2018

to the 31/08/2018.

OWNED MEDIA COMMUNICATION

- Social media campaign teaser. Cover page.- Announcement for

C Resorts.- Job vacancy list.

- Bus Event (Casting Call).

As from the 14/08/2018 to the 16/09/2018.

PAID MEDIA COMMUNICATION

- Published advert on myjob.mu- Social media campaign

(Sponsorship) #spottheCbuscontest.

- Radio campaign (NRJ Maurice).- Posters and flyers for the

C-Bus Tour.- Press advert.

As from the 20/08/2018 to the 16/09/2018.

BUS RECRUITMENT DAY

- Vatel Hospitality School- Ecole hoteliere Sir Gaetan Duval

- Winner’s Goodlands- Flacq Coeur de ville

- Riverside Riviere Du Rempart- Jumbo Phoenix

- TV report (MBC, National TV channel)

As from the 01/09/2018 to the 16/09/2018.

FINAL SELECTION

- Presentation of the C Resort.

- Group interviews – Role Plays, Sketches,

Values presentation.

- Individual interview.

As from the 17/09/2018to the 06/10/2018.

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-bus

Tou

r Interviews in a bus!

• People will not come to us, we will go to them!

• Cover the catchment area identified by the bus

• Visit the hospitality schools to generate the buzz

• Conduct first quick « speed interview » to identify the potential candidates for the selection step.

• Visited trendy places, bars, night clubs to identify the potential candidates on the spot!

• Live music, bean bags, food, drinks and party atmosphere outside the bus

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l New

spap

ers Spread the word!

• NRJ Radio Campaign

Short ad to promote our Casting Call bus tour by inviting all mauritian to come when the bus is near them.

• National Newspapers Campaign

Promote our Casting Call by using the recruitment advertisment campaign design.

• MBC National Channel

Promote our Casting Call by a little report on the national TV channel.

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n Stay tuned!Mauritius Bus tour Social media implementation

Facebook and LinkedIn campaign.• Casting Call and teaser cover page.

• Announcement of the C-resort opening.

• Job List

• Bus tour events (place and time)

• Chance to win a 2 persons stay at C-Resort by taking a selfie with the C-bus by the #spottheCbus.

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n Let’s Hire!

Employee Participation

The recruitment campaign is driven by the C Resorts employees (HOD and supervisors), they made the interviews and animations around the campaign.

The Interview Process

All the HOD’s make a short interview with the candidates by filling an interview form, if selected, they were contacted thereafter to follow up on their application.

The “Speed Interview” Questionnaire

All applicants went through an informal, funny, rules breaker, tailor made ‘Speed Dating’ Interview made to evaluate the candidates’ personalities and have a stress free interview.

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MMAURITI

US BUS Tour RECRUITMEN

T coverage.AURITIUS BUS Tour RECRUITMEN

T coverage.

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Cov

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e The word has been spread!C

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MMAURITI

US BUS Tour RECRUITMEN

T coverage.AURITIUS BUS Tour RECRUITMEN

T coverage.

Bus

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Cov

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ts A fabulous successEV

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Approx. 1000 kilometers Over 61 days962 candidates applied677 candidates interviewed320 students met31% hired from Social Media100% position filled

Thank You & C You Soon!