Honda Content Marketing

A new way to drive recruitment by promoting the heart of the workplace

The challenge

Honda UK challenged us to spend some of its recruitment budget on finding and converting a social media audience into potential recruits. We produced a tightly focused content marketing program to connect with the right people for Honda.

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Honda asked us to help it connect with talented individuals that would be influenced by stories about its working practices, culture and other benefits. There was also the small matter of how much more effective its recruitment budget could be if they used a tightly focused content marketing program rather than traditional recruitment services.

That Media Thing delivered a series of articles authored by professional journalists whose key experience was in delivering company communications at a human interest level. The stories published on Honda UK’s website were both insightful and engaging, driving the relevant audience through to make highly-motivated enquiries about joining Honda.   

The key to successfully delivering both highly-efficient spend and results that mattered for Honda UK, was to employ That Media Thing’s Smart Audience Targeting approach. Through highly targeted LinkedIn social media marketing, we managed to keep Honda’s recruitment team busier than usual with an influx of passionate applicants primed for success.

"That Media Thing went above and beyond to develop an alternative approach to recruitment, engaging a highly-pertinent audience via storytelling by driving them to read emotive human interest articles hosted on Honda's site. The end result delivered a significantly increased amount of job applicants through a highly efficient and cost effective outreach channel for Honda."

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