Mowi puts its staff at heart of recruitment campaign
Salmon farmer Mowi Scotland has launched a new publicity and recruitment campaign that focuses on its workers and uses their experiences to attract future employees.
The “We are Mowi” campaign is the culmination of months of filming and pohotgraphy, according to an article in the September issue of Mowi’s workforce magazine, The Scoop.
Jayne MacKay, communications assistant, and Sarah Ralston, HR business partner, worked with marketing agency Denvir to create the campaign, which has highlighted some of the most interesting people and environments throughout the production cycle.
Eye-opening campaign
“Each employee at every step of the process is crucial to the bigger picture success of Mowi and this is what inspired the ‘I am Mowi’ campaign,” Denvir client manager Amy McCallum told The Scoop.
“The aim of the approach used is to recognise current employees and open the eyes of the rest of the country to the exciting world of Mowi, presenting them with possibilities and enticing them into a career with more depth in every sense,” she added.
Elements of the campaign are specifically designed for schools and careers fairs, including a game in which pupils follow a series of questions, where each answer can lead them to a different career path with Mowi.
There are visuals for social media and then the centrepiece is the film which will be shown at events, housed on Mowi’s website, loaded on the screen of Mowi’s Salmon Wagon and played at the Highland Cinema when it opens in 2020.
A Scottish journey
According to The Scoop, the film takes the viewer “on a journey not only of Mowi but of Scotland and you get to meet the team working at one of our hatcheries, at the Feed Mill in Kyleakin and at one of our farms. You see the fish being processed and transported from Fort William and you see the salmon being prepared at Rosyth for retailers. The film is absolutely perfect for the big screen, even the Harry Potter train makes an appearance crossing the Glenfinnan Viaduct”.
Ralston said: “I am Mowi is about capturing the spirit of Mowi and inspiring people to think about joining the family. We hope that our very own Paula Duncan, farm technician and mum of two, who features in the film, will appeal to other women to consider a career in aquaculture. Did you know she has 60,000 mouths to feed?”
Mowi employs around 1,400 workers in Scotland, including 800 at the Consumer Products UK secondary processing plant at Rosyth in Fife.
