Abstract

The caselet, Lloyds TSB: Galloping to the Campuses, depicts the challenges faced by Lloyds TSB, a UK-based financial services group in attracting graduate students of high-caliber as recruits. It describes a unique and interactive recruitment campaign that the company came up with, which increased the quality and quantity of applicants to the company. The caselet details the way in which the company implemented the recruitment campaign.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The challenges faced by companies in attracting the right candidate for a job
• The background work that companies undertake before launching recruitment marketing
• and The impact of recruitment marketing on the quality and quantity of job applicants

Keywords

Lloyds TSB, Promotional Campaign, Consulting and Investment Banking, Mystery campaign, Fiber-glass horses, Chartered Institute of Personnel and Development (CIPD), Spoof psychometric test, Recruitment Marketing Awards and Recruitment Effectiveness Award