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When the client ventured to expand their pool of Technicians, recruiters reported that while their brand recognition was strong in some markets, there were gaps in others. They recognized there was a need to raise awareness and partnered with AMS to help them better tell their story.
The competitor research conducted by AMS revealed no other global company in the field had a fully formed strategy with consistent messaging and a cohesive approach to the candidate journey, an opportunity we could seize. AMS recruiters highlighted that, despite recent improvements, the applicant tracking system was not as user-friendly as it needed to be for such a passive market. To simplify the candidate journey, we focused on promoting the option to join the talent community.
We appointed Tech Ambassadors (UK, France and Netherlands) to ensure candidates were contacted promptly and guided through the process. Their role was to engage potential candidates, spread the Talent Value Proposition (TVP) message and build awareness and talent pipelines. We trained all recruiters to ensure they fully understood the messaging, maintained consistent communication and actively embodied the TVP.
HVAC Service Technicians are a vital part of the workforce, serving as the face of the company and are highly sought after in the industry. However, after the launch of the new cultural manifesto, Technicians were struggling to connect with it and didn’t feel the sense of belonging it aimed to foster.
AMS were tasked with investigating the disconnect and creating a connection that resonates with Technicians, aiding both retention and recruitment.
We needed to craft a TVP that truly reflected the value of the Technicians’ work. It had to be integrated across all touchpoints, ensuring a seamless, best-in-class candidate journey. A global media strategy was essential to raise awareness and drive conversion. The messaging had to feel authentic and something developed by Technicians, for Technicians.
AMS took a blended, research-led approach to understand the gap, what motivates the Technicians and what the client’s position is in each of their target markets:
It was clear that the Technicians took immense pride in the essential work they perform, supporting people and businesses that depend on heating and AC. They were unsung heroes, and that pride became our cornerstone.
We tapped into the much-loved and internationally recognized action hero movie genre, subtly pushing the “hero” angle. We also developed a translation of the recruitment/employment positioning: “We’re recruiting new assets or agents for an elite squad of fixers—people who go into unknown situations alone, armed with tools and tech, to accomplish a mission.”
This messaging was rolled out over 16 weeks through a multi-channel approach, including programmatic display, digital out-of-home, Spotify and social media. Each platform was tailored to the specific market to optimize ROI. All efforts directed traffic to a bespoke landing page that reinforced the messaging and drove conversions.
To measure effectiveness, we developed a bespoke dashboard that tracked candidates at every stage of the recruitment funnel. The results from this combined effort have been fantastic. Planning is underway for the next phase of the campaign.
The campaign has also created a “halo effect,” with anecdotal feedback from recruiters that passive candidates are more aware of the company’s brand. They have also received applications from across 34 countries demonstrating the impact of the campaign globally.
By aligning the Talent Value Proposition with what truly motivates HVAC Service Technicians, AMS delivered a targeted, data-driven campaign that boosted global brand awareness and significantly improved recruitment outcomes. The initiative not only drove measurable results by reducing time to offer by 50% and increasing application flow by 66%—but also strengthened brand perception in key markets. With a scalable strategy and clear ROI, the client is now well-positioned for continued talent growth and market penetration.
AMS powers talent strategies that deliver results, redefining a new era of talent driven by people, process, data and technology.
270,000+ Hires per year
2,000+ Enterprise clients
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AMS offers digital innovation and responsible AI, providing agile talent acquisition solutions and talent consulting services that can scale with your business.
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