Case Study: Edinburgh Leisure improves recruitment efficiency with 60 Watt

Edinburgh Leisure filled 88% of roles first time with 60 Watt

Edinburgh Leisure, a public leisure provider, faced a significant challenge with its recruitment advertising, which was dull and failed to reflect its core brand value of fun. This ineffective strategy made it difficult to attract the right candidates for roles like receptionists and leisure attendants. The company engaged the advertising agency 60 Watt to revamp its recruitment campaigns.

60 Watt implemented a new suite of intrusive and memorable ads that screened unsuitable candidates by being intentionally challenging. The solution was highly effective, generating over 2,000 responses from 40 ads and successfully filling 88% of positions on the first attempt. The cost per hire was a remarkably efficient £497. 60 Watt later transitioned the strategy almost entirely online, further reducing costs while strengthening the client's brand values.

Edinburgh Leisure