Case Study: Cumbria Tourism Uses DMS to Promote Job Opportunities in the County

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Cumbria Tourism has used Simpleview’s DMS (Destination Management System) to launch a fully integrated on and off-line campaign aimed at boosting awareness of job opportunities in the county, streamlining the application process for candidates and engaging local businesses.

Setting the Scene

Tourism businesses in Cumbria generally have endured a turbulent 18 months, with numerous lockdowns and business closures.  For the Lake District in particular, staff shortages have created an even bigger crisis in the hospitality sector.  

Recruitment suddenly became number one priority for the industry back in May 2021, with 85% of businesses struggling to recruit enough staff and many having to close their doors for 1 or 2 days per week to give their staff time off.  

Campaign objectives

Cumbria Tourism set out to:

  • Work in partnership to address the recruitment crisis in order to help businesses to run effectively.
  • Challenge perceptions of what it means to work in Cumbria’s tourism and hospitality industry.
  • Drive potential applicants through to a single website to view vacancies and apply for the jobs.
  • Provide businesses with marketing tools and content to help promote their job vacancies.

Campaign Strategy

The existing well-established campaign, #theperfectplacetobe was adapted by Cumbria Tourism to launch the new #theperfectplacetowork campaign in June, giving the industry a voice at Government level, as well as practical support to help businesses to employ staff. 

As part of the campaign, Cumbria Tourism created a Jobs section on visitlakedistrict.com where any tourism and hospitality businesses could list their job opportunities for free. The campaign was promoted by branded ads and on social media on a dedicated ‘Lake District, Cumbria jobs’ Facebook page to increase exposure.

Member businesses were informed about the initiative through the DMO’s regular member update newsletters and social media channels. 

A simple online form on the Cumbria Tourism corporate Wordpress site allows members to complete details of any vacancies they wish to advertise.  All new vacancy forms come into the web team joint inbox and are then forwarded on to the lead who enters these details into the DMS as job advert listings.

A strong PR campaign, alongside Cumbria Tourism’s lobbying activity delivered an extra boost to the DMO’s own digital marketing efforts.

B2B support for Visit Cumbria’s participating members includes:

  • Six Employment Video Case Studies (challenging perceptions of hospitality roles) 
  • Webinars
  • Weekly updates
  • Free job promotion on website and social media and signposting to other sites

Alongside the promotional activity, Cumbria Tourism initiated a Transport Survey to gauge travel issues and have been working with transport operators to look at options for improving services.

The DMO also arranged a Jobs Fair in Barrow-in-Furness, where unemployment rates are higher than in Central Lakes, in partnership with FSB, Job Centre+, Inspira and LOCALiQ.

The Results

The jobs page has received 18k views since June. From a standing start, the Facebook page (Lake District, Cumbria Jobs) has had 814 job seekers following (not paid for) and on Instagram, 350 followers.

The organisation has supported our 2,500 members with weekly updates, content and downloads.

Cumbria Tourism’s PR campaign secured high profile national media coverage, achieving a reach of over 36M (AEV £435K stats from Cantaur Media) and features in The Guardian, The i, BBC Radio 4, BBC Radio 5 Live, Sunday Times, The Sun and the Daily Telegraph.

The Jobs Fair on 29 September generated 250 attendees. Exhibiting businesses have spoken highly of the event and several interviews have been arranged as a result, as well as interest for another event in February already being expressed. Job Centre + have also offered hospitality businesses a desk in their office and arranged interviews for them. A number of other websites also offered free advertising of jobs for the hospitality sector including LOCALiQ, G4S training, Lancaster University alumni.  Further job/fairs and events are planned for the future
 

If you would like to find out more about how to adapt the Simpleview DMS for promoting awareness of job opportunities in your destination, contact your Account Manager (existing clients) or email saleseurope@simpleviewinc.com (new clients). 

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