Are executives happy? Even though happiness remains a personal matter, professional life necessarily influences the personal one. In a full employment and ‘war of talents’ context, executives get the possibility to ask themselves the right questions, they get the chance to consider other professional horizons and get the power to choose their employers. That is the message Cadremploi wishes to send to executives through its new brand platform: “Have the ambition to be happy” and its powerful communication campaign executed by Gloryparis that handles, with humour, the subject of resignation and its benefits.
Cadremploi decided to be seek the assistance of the agency Gloryparis. “We know what we’re talking about since every time we’ve been unfortunate, we decided to take a position and resign so we can be happy somewhere else,” declared Arnaud Le Bacquer, Co-founder of the agency Gloryparis.
A major campaign will be launched starting October 1st to offer a variety of this new brand platform until the end of the year.
Cadremploi will be showing four commercials on TV and on digital media during all the month of October. The commercials were directed by Maxime Giroux, a Canadian director, and produced by Pixies Films. The goal is to demonstrate the executives' ultimate stage to the will of change, resignation is a way to reach the ambition to be happy.
The 4 commercials will be broadcast more than 2,400 times on 14 channels: M6, C8, W9, TMC, BFM TV, CNEWS, L’EQUIPE, LCI, EUROSPORT 1, EUROSPORT 2, USHUAIA TV, DISCOVERY SCIENCES, HISTOIRE et RMC DECOUVERTE.
The poster campaign, the press, the web and the social media will put forward the benefits for changing jobs and what it provides to executives: retrieving their sense of humour, their sleep, their friends, their kids...
Cadremploi, assisting executives for 28 years, evolves with a new campaign aiming to remind them of their personal growth. A permanent contract, a good salary and responsibilities are often equated to a successful professional career, but sometimes it’s not enough to make a person happy. Stress, reaching goals, extended schedules, overwork, bad ambiance... professional discomfort can take many forms and have a serious impact on each person’s personal and familial life.
Most of the time, this feeling is translated by a simple desire for leaving more than taking action: 54% of executives say they are open to opportunities* but only 8% of them will change their position this year. However, the executive job market has never been doing as well as today: Barely a 3.5% unemployment rate and companies that have difficulties finding their talents.
Cadremploi wishes to awaken the waiting executives so that they realise that happiness is also a professional ambition that can come true with a new fulfilling position, that is in harmony with their personal expectations.
The new line “Have the ambition to be happy” is a call for happiness. But to be able to reach it, sometimes one has to leave. While associating two concepts, ambition and happiness, that are, at a first glance, contradictory, Cadremploi takes a strong social position.
“What executives are looking for isn’t simply a work environment or a company where they would be happy to go to every morning, but it is also a job that gives meaning to their everyday life. Happiness isn’t a work condition, but a consequence of a job that helps to fulfil a life,” comments Thibaut Gemignani, Cadremploi’s CEO.
To illustrate the will of assisting executives and mark the launch of its new campaign, Cadremploi unveils a new website and a new mobile application that’s more refined, and with ergonomics that simplify the experience of job searching and make it more intuitive.
*Ifop Cadremploi study, February 2018