The results are in for the world's first in-game recruitment advertising campaign for Government Communications Headquarters (GCHQ). TMP Worldwide, GCHQ's recruitment communications partner, has developed sophisticated methods for tracking and recording daily results for the campaign.
While much of GCHQ's work is secret, there is a need to increase the visibility of the organisation and build its employer brand and this campaign has done just that.
Aside from the fantastic response through the games themselves, visits to GCHQ's recruitment website www.careersinbritishintelligence.co.uk site have increased by over 500% since the launch of this month-long campaign demonstrating the effectiveness of the employer brand awareness, explains Kate Clemens, Head of GCHQís Digital Strategy at TMP Worldwide.
Not only have the numbers of people substantially increased from 500 to 600 per day to between 4,000 and 7,000 per day, visitors have spent a substantial amount of time reviewing the roles on offer.
When people visited the website, they spent time exploring key areas, says Laura Robertson, Account Director at GCHQ. They looked at an enormous variety of available roles such as Weapons Systems Analysts, Linguists, Technologists as well as GCHQ's Graduate Fast Stream and their School Leaver programme. We were also pleased to see that many visitors also looked at the working culture of the organisation.
Alan Thompson, Press Officer at GCHQ, said: This initiative has been hugely successful. It has really raised our profile and showed us to be at the cutting edge of recruitment technology. As we need web-savvy employees the strategy that TMP Worldwide suggested ticked all the boxes and has made a real impact for GCHQ. The increased media interest has helped to highlight the diverse range of jobs available at GCHQ.
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