Future Cities. Inspiring Stories.

Challenge

CFLD International is the leading industry city operator in China with over USD28.8 billion in total assets. When they established their Regional Headquarters here in Singapore, they needed top talents to join their rapidly expanding company. However, without an established Employer Brand and weak brand recognition, prospective graduates shy away from applying. There was also a need to change the perception of CFLD International from a predominantly Chinese Company to an International Firm and be an attractive destination for top-tier graduates.

Approach

To strike right at their target audience of highly capable graduates who have yet to hear of them, we established a pipeline and a direct channel of communication to fresh graduates with a recruitment circuit of premier universities. Aside from the recruitment circuit, we had to develop their Employer Brand from scratch. We created a vibrant key visual that showcases the life and vitality of CFLD International, with the use of real faces and personal stories of these handpicked individuals of CFLD International. The results saw the highest ROI in terms of cost per hire as compared to previous recruitment efforts. More than 30 highly-qualified resumes were received and many more who approached the booth at each event. There was an increase in Google searches of CFLD International and an increase in web traffic to their website. This has set a new standard for all future CFLD International recruitment events.