Only 4% of car salespeople in the Opel dealership network are women. In order to create greater diversity on the shop floor and inspire women to consider a career as a car … read moresalesperson, Opel has joined forces with recruitment partner Randstad to initiate a new, experimental campaign, conceived and created by J. Walter Thompson Amsterdam. A recent survey (*) with over 1,000 Dutch citizens revealed that about 60% of Dutch people describe the profession of car salesperson as male. J. Walter Thompson Amsterdam worked with Opel to introduce a fictitious company, Jade, specially for the purposes of the campaign. Jade's design had a different look and feel to Opel's corporate identity - but the job description was identical to the one featured in the Opel advert. The aim of this experiment was to reach a greater number of female candidates than male candidates. The recruitment campaign for Jade attracted 41 female and 15 male applicants within a fortnight, compared to 8 female and 76 male candidates responding to the Opel vacancy.
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