Our Work

In 2021, Tonkin + Taylor had maximised domestic recruitment efforts by implementing attraction tools, team programs, sign-on bonuses, employee referrals, and increased local activity. These initiatives made a positive impact on recruitment and employee satisfaction, but they fell short of addressing gaps in their Construction and Engineering teams.

Although Tonkin + Taylor is an exceptional company to work for, their employer brand lacked visibility in the global market. While passionate employees actively recommended the company to their connections, the wider world was unaware of the compelling opportunities the company offered. The challenge was to build a strong employer brand that could attract like-minded, high-calibre international talent to join their teams in New Zealand.

Concept Creation

We began by engaging the people at the heart of the company through focus groups, speaking with the Leadership Team, Engineers, and Consultants. From these conversations, it became evident that employees' personal missions strongly aligned with Tonkin + Taylor's values. Employees valued autonomy, career-building opportunities, and the support provided by a mature, people-focused organization.

This insight inspired the creation of the “Back to Basics” concept. The messaging was simple, direct, and designed to appeal to the intelligence and pragmatism of the engineers Tonkin + Taylor sought to attract. It stripped away the fluff, focusing on the essence of what made Tonkin + Taylor a great place to work.

Media Campaign

While Tonkin + Taylor's internal creative team developed the campaign video, our creative team provided guidance to ensure consistency with the overall concept. We designed complementary digital displays and incorporated the video into a highly targeted media strategy. The campaign focused on placing creative assets in front of the right international audience, ensuring a streamlined and effective approach to candidate attraction.

Establishing Employer Brand

The campaign served to elevate Tonkin + Taylor's employer brand on a global scale. By aligning internal culture with external messaging, we positioned the company as an attractive, trustworthy employer for international candidates looking for career opportunities in New Zealand.