Abiomed Recruiting
BACKGROUND
The world’s smallest heart pump
Abiomed is a Johnson & Johnson MedTech company. As the manufacturer of the world’s smallest heart pump, it needs people with excellent fine motor skills in production. These specialists are not available “off the shelf”.
They may come from a wide range of professions requiring concentration and highly precise work at millimetre scale. From watchmakers to dental technicians, from master hairdressers to goldsmiths, the aim is to engage applicants who are inspired by working on a product that restores quality of life to people with heart disease.
Our campaign reaches out to prospective applicants and introduces them to this exciting career opportunity.
Heart pumps and Abiomed are still relatively unfamiliar to the public. The company also needs greater awareness and appeal in the employment market to meet its growing recruitment needs.
We developed a highly agile recruitment concept to connect with potential applicants for heart pump production. We go out and meet people at a wide range of regional touchpoints. Here, they get to know Abiomed and can test their dexterity through playful activities.
Our communication appears in many places: from pedestrian zones to football stadiums, from shopping centres to DIY stores and public transport, including buses and high-traffic spaces at railway stations.
We also use social media, online channels and digital out-of-home screens.
ABIOMED LIVE
At an open day at the company’s headquarters, prospective applicants can experience state-of-the-art MedTech manufacturing and its purpose for patients first-hand.
The strategic combination of touchpoint promotions, an event at the company site and out-of-home and guerrilla communication connects the previously little-known Abiomed with potential applicants and positions it as a leading regional employer.
RESULTS
A strong rise in awareness and applications
We significantly increased Abiomed’s visibility in the region. Target audiences were fascinated by the innovations of state-of-the-art medical technology.
The event at the company site attracted many visitors, as did the experiential touchpoints in city centres, at the railway station and elsewhere. Working at the intersection of craftsmanship, science and social and healthcare impact persuaded many talented people to apply to Abiomed.
We demonstrated that successful recruitment is possible even in a challenging skilled labour market, while also significantly increasing brand awareness and appeal – by consistently taking the employer’s purpose and opportunities directly to its target audiences.
