Fluor Corporation
Challenge
Fluor Corporation is one of the world's largest publicly owned engineering, procurement, construction and maintenance services organizations. Because of its involvement in the Gulf Coast oil and gas industries, Fluor needed to recruit 10,000 building-trade professionals to respond to the devastation created by Hurricane Katrina. Specific positions included electricians, plumbers, surveyors, pipe fitters, carpenters, equipment operators and others. The situation was exacerbated because of the destroyed infrastructure, lost tools and equipment, lack of housing and the soon-to-arrive Hurricane Rita.
Solution
When Katrina roared into the Gulf, Fluor immediately rolled into action and contacted TMP Worldwide for recruiting support. To meet this immediate hiring need, TMP Worldwide recommended and developed - within twenty-four hours - a reactive strategy and media plan for aggressive hiring for virtually every civil craft. Messaging was focused around "helping Fluor to help the Gulf Coast" and was developed in conjunction with the overwhelming national need of all Americans to contribute to solving the immense problems created by Katrina.
Tactics
TMP Worldwide immediately developed a career website that included job search capabilities, online application processes and a tell-a-friend hiring outreach component to connect with job candidates. Email, online banners, print collateral and advertisements were created in order to drive these candidates to the website. This comprehensive program with the right strategic messaging was the first step in a long- term commitment by Fluor to rebuild and renew the Gulf Coast.
Results
The entire campaign was launched in just over one week, and Fluor was inundated with responses for the next two weeks. In addition to thousands of phone calls, more than 24,000 unique visitors viewed online job listings, 1,000 visitors opted-in from the email campaign, 1,000 applications were received, and 300 immediate hires were made. Fluor is now on its way to reaching its recruitment goals with a Stage II initiative from TMP Worldwide and an estimated cost-per-hire so far of about $200.00.