The Limited Times

Now you can see non-English news...

Talk to payroll hitchhikers Israel today

2021-12-24T13:56:41.181Z


Allegedly, Amdocs' campaign with Noga Erez is only intended to encourage the recruitment of new employees, but a close examination of the move reveals additional layers that justify the investment, in accordance with the new crises and challenges in the industry.


It was hard to miss Amdocs' campaign starring Israeli-international singer Noga Erez.

At the head of the campaign is the glittering and invested clip directed by Roi Raz, which bears the ambitious name "The 'A' In Amazing".

Two months after it came up and provoked reactions to the meaning of the move, one can conclude a huge success for the clip with more than 12 million views on YouTube.

Recruiters

Quite a few Israeli musicians have over the years recorded commercials for brands that have established themselves as memorable and successful songs in their own right, from Danny Sanderson to Joseph King of Rugs and Eric Einstein to Tea Wissotzky in the 1970s and 1980s, to Jane Bordeaux for Discount Bank or Stefan Lager and Amelie Ben Simon for yes.

• Specials and entertainment up to NIS 100

The difference in the case of Noga Erez is that this is not a company that sells products to the end consumer, to the general public.

The campaign, overall, is all about recruiting.

Admittedly, there has been a lot of talk lately about the battle of employment containment in the high-tech worlds that are desperate for manpower, in preventing serial leaks out and in retaining existing workers alongside recruiting new ones.

But is it below the surface, the campaign is only for recruitment?

And if not, what is the hidden interest and who is Amdocs really aiming for?

Strengthen

In the high-tech world, most major firms often operate under the radar, with Amdocs itself being identified as being segregated and having a particularly discreet internal corporate conduct.

In recent years, it has even been criticized in the industry, which is claimed to have become a technology company from yesterday's generation and is left behind by its competitors.

The wave of layoffs during the Corona period hit an image company.

The latest campaign indicates that it is working hard in the field to refresh and change its heavy and old-fashioned image, with the aim of rebranding it as the spearhead of the industry thanks to brilliant innovation, along with operational changes at its core.

The shouting message from the move is "We are back strengthened", a show of strength of innovation, design, creative and financial investment with the most "correct" presenter.

Erez's casting symbolizes the fulfillment of an Israeli dream of international success, with additional values ​​such as talent, charisma, style and chic, youthful spirit and cosmopolitanism, all of which the company strives to attribute to deepening its grip in terms of public prominence.

This is a strategy that may be perceived as vulgar, but with its success it is impossible to argue.

Broadcasts talent, charisma, style and chic.

Noga Erez, Photo: Adi Orni

Preservatives

This is not just an external image for attracting potential employees, but also internal. Wink wisely at the company's employees at present, convey to them that they have won a glamorous and successful workplace, instill "single pride" in minimizing further departures, alongside attractiveness out. The message is that these are not necessarily the gray technology mice of the 21st century, which survive solely thanks to adequate remuneration for wages and related conditions. This is a move that shows the importance of the internal organizational field of companies, so far a clear marketing underdog and now a new potential star in its contribution to image branding, through the experiential advertising trends that are only getting better from year to year.

This corresponds with a new survey by Dun & Bradstreet, which found that no less than a third of high-tech workers in Israel were dissatisfied with their employers during the Corona crisis;

As well as a new study from the consulting firm McKinsey, which describes that employers do not try to understand the motives for leaving their employees and immediately turn to automated and easy solutions for them that focus on compensation.

This is while employees long for a renewed sense of meaning, recognition, shared identity experience and cohesion in their workplace, and therefore take steps to leave them that focus only on the economic aspect as alienated and empty.

Sarah Meir is an owner of an office that specializes in branding, advertising and strategic marketing and is a lecturer in the field

Were we wrong?

Fixed!

If you found an error in the article, we'll be happy for you to share it with us

Source: israelhayom

All news articles on 2021-12-24

You may like

News/Politics 2024-02-03T04:29:52.651Z

Trends 24h

Latest

© Communities 2019 - Privacy

The information on this site is from external sources that are not under our control.
The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.