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gottalovecake takes gold at HR Distinction Awards

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Bromford, one of Central England's largest affordable housing and specialist support providers, is celebrating in style after winning an HR Distinction Award on Tuesday (22nd January), beating off tough competition from leading brands including McDonald's and the Royal Bank of Scotland.

The innovative social business took Gold in the 'Distinction in Recruitment and Employee Branding' category for its social media #gottalovecake campaign created to recruit for five PR and web-related job roles across the organisation.

The unique #gottalovecake campaign incorporated social media, video and digital communications to scour the UK in search of people who not only had the right skills but who could fit within its untypical culture.

The award-winning initiative kick started with a tweet-off that trended in the UK, with the application process inviting candidates to be as creative as they wanted. Bromford received blogs, videos, websites, animations, infographics and even a song!

The campaign cost nothing other than colleague time with judges commenting that "in a really competitive category, this innovative organisation came up with unique and creative way to harness the power of social media and deliver what one applicant best describe as "the freshest, most appealing and downright awesome recruitment campaign I have ever seen".

HR Award

Alex Abbotts, head of communications (pictured centre left, with recruitment business partner Kerriann Carter) collected the award on behalf of Bromford at a ceremony held at The ICC, Birmingham. She told an audience of global business leaders; "After brainstorming some concepts it was clear we wanted people who shared our passions and the idea of loving our loves. This included everything from spacehoppers to social media and, of course, cake!"

Tweets flooded in as the news broke of the win around 10.30pm on Tuesday, seeing #gottalovecake once again trending in the local area and taking over the #HRevent13 live feed.

Reaching an audience of 13,398 individual Twitter accounts, with over 58,600 impressions the campaign certainly had wide-reaching engagement. The #gottalovecake web page received 2536 visits from 1959 visitors. Candidates were of excellent quality with over 87% put through to the second stage of the process and now all vacancies have been successfully filled.

Candidates commented that #gottalovecake was, "the best [recruitment campaign] I have ever seen! I love the creative way that you have explained what makes the Bromford Group" and that "As a jobseeker, stumbling upon you guys has made my day."

For more details on just what the campaign involved, visit Bromford's communications blog;

Sharing a slice of the cake.

Alex was joined by Helena Moore, Bromford's director of communications and organisational development, to present #gottalovecake at the HR Directors Business Summit before the awards at the ICC in Birmingham. With a packed audience of leading industry professionals and directors from the likes of the Olympic Delivery Authority, BP, Vodafone and Airbus, one delegate, Mervyn Dinnen, content and community manager at JobsiteUK, took to the blogosphere to share his views on the extraordinary campaign: award-winning-social-recruiting-at-hrevent13/