London Mela
As part of our commitment to diversity we embarked on a year long advertising attraction campaign looking to target potential job candidates through our diversity website.
This years BME Campaign began with a series of traditional press adverts in the East End Life and further complimented by an online only banner campaign used on sites including Careerbuilder, Eastern Eye, Asian Times, India Weekly, Sri Lanka Weekly, Bangladesh Weekly, Pakistan Weekly, Jobsbuster, GG2 and Asian Trader. These sites benefit from advertising to a wider BME audience, all of which are new sites used by Tower Hamlets.
Further to our success at the London Pride March using Bluetooth advertising, we used the same interactive technology at the Mela festival allowing us to send bespoke messages to participant's mobile phones. In combination with this approach were the Adwalkers, who interacted with people personally, encouraging them to register with our website.
Examples of our adverts and our Bluetooth message, can be viewed below.
London Mela Media Campaign
Bluetooth Campaign
On the 16th August, we engaged with the community enjoying the London Mela festival to promote equality and diversity at Tower Hamlets, and to raise awareness of the kinds of vacancies the Council provides.
During the festival, 233 people registered their details with us on the day and 499 people received Bluetooth messages. Overall the feedback from potential applicants at the event was very positive and encouraging. There were many people that were "pleased to see and learn that Tower Hamlets actively recruit diversity and was great to have it at Mela as no other recruitment opportunities were there".
