SSE had a major problem in their Southern area in the attraction and retention of skilled tradespeople in these roles. It was business critical as these are the teams that connect homes, schools, hospitals and businesses to the electricity supply, and then keep it on.

The issue was that in such a tight market contractor firms could offer literally double the salary of SSE and any other distributor. We conducted an extensive research project of 121 and group interview sessions to speak directly to our target audiences. We discovered social, lifestyle and financial attitudes that gave us the information needed to build the right communications and collateral to effectively counter the perceived issues. This included new video interviews, stories, and facts presented using a campaign specific theme on a specific web section that ads targeted potential audiences by skills and gender/ethnicity. This resulted in doubling and tripling application rates and a substantial easing of the attraction/retention issues.  

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See the results on the SSEN website here.