Planning & Execution

Together with Workforce Singapore, we launched the multi-channel campaign 'So What?' to encourage employers to think beyond their pre-pandemic hiring policy of considering candidates from the same industry, to think outside their industry-box and widen their perspective to find the right talent.

At the heart of it, we want to encourage employers to adopt a positive mindset shift towards hiring—to open their eyes to the potential of non "plug-and-play" talent, recognise the value they can bring, and ultimately say ‘So What’ if candidates aren’t from their industry.

Because when employers open themselves up to possibilities, they can broaden their candidate pool and ease labour shortage.

Effectiveness / Results

The campaign delivered a record high in many areas. It scored 93% instead of the usual 53% for overall absolute liking. Relevance increased from 60% to 77%, persuasion increased from 43% to 74%, awareness increased from 60% to 85% and comprehension increased from 74% to 79%. There was also a total of 93,357 page views during the campaign period compared to 1,444 page views prior.