Challenge.
Grabbing the attention of some of the most sought-after people in the careers market is hard enough, let alone convincing them to apply. Going after data and digital specialists means competing with every major tech player out there, many of which are already far better known to the audience.
Approach.
Reimagining the application process and capturing inspiring stories from all across Rolls-Royce, we boosted awareness and generated interest among the highest quality applicants.
Partnering with a robotics startup, we tapped into applicants’ love of coding, challenges and on-the-fly development, pitting them against one another and the Rolls-Royce team in massively engaging , real-life robot races.
Details.
Pulling this off took in-depth research, stakeholder interviews and cross-team workshops. We developed audience personas, project objectives and a roadmap of work to understand the motivations of the people Rolls-Royce wanted to hire, figuring out how to really get under their skin and get them engaging with us.
- We worked closely with the digital team at Rolls-Royce to source stories, insights and expertise from across the business.
- The “races” were promoted internally and externally, across social media and the Rolls-Royce website, with applicants taking part virtually.
- All races live streamed over Twitch – a favoured platform for the talent we aimed to recruit.
Results.
The website has operated incredibly well for The Rolls-Royce, giving them the platform they need to tell their story globally.
25 %
Increase in monthly applicants
200 k+
Campaign page sessions
48 k+
Unique campaign video views