Hard Rock Cafe, one of the most globally recognized music, entertainment and dining brands, has a network of more than 140 signature Hard Rock Cafes in 45 countries and a music memorabilia collection valued in excess of $32 million. Known for collectible and fashionable merchandise, live concerts, performance venues, hardrock.com and Hard Rock Hotels and Casinos; Hard Rock Cafe International, Inc. employs over 5,000 employees and is planning to grow their brand in other countries and venues in 2007 and beyond.
Challenge
As a global company, Hard Rock Cafe faces a number of distinct staffing challenges. While management staffing is handled at the corporate level, there is a continual need for hourly employees and the responsibility for this staffing generally falls to the busy General Manager at the individual Cafes. The challenge for Hard Rock Human Resources is to provide easy to use tools for the GM that are available 24/7 to fit their schedule. It is equally important that all of the recruitment communications support the Hard Rock brand and are consistent from market to market whether the advertising is for a corporate or the franchise Cafe.
Solution
CKR Interactive developed a complete hourly level recruitment marketing program, working with both corporate Human Resources and Marketing to ensure brand compliance. The program began with research to understand the distinct employee culture and develop an advertising campaign to reach this audience. The program was produced as a printed Advertising Guide, a CD and made available online through the CKR Interactive Extranet. This gave the General Managers a variety of ways to access their staffing solutions. The program included print advertising, internet postings, internet banner advertising, in-store posters designed to recruit Cafe guests and employee referral program options.
Results
The program was introduced at Hard Rock Cafe's Annual Leadership Conference, an event designed to recognize excellence and assist in unifying Hard Rock's mission and brand identity. Gathering together key employees from over 45 countries, the conference provided the ideal platform for CKR Interactive and Hard Rock Cafe Human Resources to meet with GMs and introduce the recruiting resources available to them. A unique toolkit included the Hard Rock Ad Book with pre-approved creative and copy, both in print and CD format, along with detailed information on CKR Interactive and a CKR Interactive mouse pad complete with phone number and web address for easy reference. These recruitment toolkits were neatly packaged and personally handed out during meeting session break times to all of the domestic and international General Managers and District Operators. The entire program is also housed on the CKR Interactive Client Hub to provide 24/7 access for GMs worldwide.
