Scout Talent help Alex Fraser and Hanson strengthen their employer brand to attract and hire more females in a previously male-dominated industry

Alex Fraser is Australia’s leading producer of sustainable materials for the civil construction industry. The organisation produces high-quality products, including aggregates, asphalt, road base and sand. Alex Fraser focuses on excellence in delivery and reliability, and provides measurable improvements in environmental outcomes.

Alex Fraser’s parent company Hanson is one of Australia’s leading suppliers of heavy building materials to the construction industry. Hanson produce aggregates, including crushed rock, sand, gravel, crusher dust and road base, and a high-quality range of premixed concrete.

The Challenge

Both organisations were looking to specifically recruit females to begin careers as Truck Drivers (a male-dominated market in terms of role types and industry). They also wanted to increase the number and quality of applications for their Driver roles due to ongoing growth and the need for more recruits.

The Solution

  • Complete revamp of Hanson’s online application webpage and advertising messaging, including:
    • new copy detailing both organisations, and positioning Hanson as the global market leaders they are
    • creation of a “benefits” section to help candidates understand “What’s in it for me?” to really sell the career opportunity to the right people over numerous competing career opportunities
    • detailed overview of the offering to inform and engage candidates of their opportunities.
  • Use of female-coded language and copywriting tactics backed by industry research to appeal specifically to females
  • Execution of a comprehensive advertising strategy to attract the high volume of applications needed to achieve hire target:
    • active advertising channels (i.e. Seek, Indeed, CareerOne, etc.)
    • passive advertising channels (i.e. Digital HeadHunting, eShot and Social Media)
  • Use of collateral to enhance their application webpages and advertisements (including a careers video created by our Employer Branding team)
  • Design and facilitation of two Group Assessment Centres to help hiring managers select drivers without driving experience.

The Results

  • 5,614 online application webpage views
  • 266 applications received in a one-month campaign period (we actually had to close the campaign early because of the overwhelming response!).
  • 24 Group Assessment Day attendees
  • 11 offers made (137.5% of hire target).
  • Exceptional social media performance:
    • 173 likes (4 loves)
    • 34,209 advertisement views
    • numerous comments urging Alex Fraser and Hanson to bring these opportunities to other states
    • positive online engagement.