Gamification of the recruitment process to engage quality applicants
Rolls-Royce is synonymous with world-class engineering across the globe. But, as its business becomes increasingly digital and data-driven, it needs to attract exceptional people with the relevant skills to keep pace with its focus and ambitions.
That means reaching a new type of candidate: one who may never have thought that Rolls-Royce is the place where they can find the career they’re looking for.
Services Provided
- Digital and content strategy
- Messaging and tone of voice
- Video and animation
- Design
- Copywriting
- Web development
- Campaign strategy and execution
The challenge
Changing perceptions, capturing imaginations
Data and digital specialists are some of the most sought-after people in the careers market. Capturing their attention means competing with the biggest technology players out there. That’s a task that is all the harder when the general consensus is that you are not a digitally focused, data-driven company. In the case of Rolls-Royce, it meant that we had to tackle the challenge of raising awareness and generating interest before we could think about encouraging potential employees to apply. We also needed to work closely with the digital team to source stories, insights, and expertise from across the business to bring the incredible work happening at Rolls-Royce to light.
“We needed a digital partner to really support us and take us on this journey. Investis have challenged us every step of the way, and really allowed us to think about the solutions we need to target and attract the right people through the best interface possible with the most engaging content.”
, Global Employer Brand Manager, Rolls-Royce
The Solution
Reimagining the application process
First things first, we had to understand two things: the needs, make-up, and objectives of the digital team at Rolls-Royce, and the motivations, interests, and ambitions of the people they wanted to hire. Through in-depth research, stakeholder interviews, and cross-team workshops, we developed audience personas, project objectives, and a roadmap of work to achieve them.
The personas were a vital tool in highlighting the need to develop Rolls-Royce’s existing employer brand to meet the specific interests and motivations of this new target talent group. This meant pushing the tone of voice, rethinking messaging, and creating a distinct visual language for data and digital. This informed the development of new web pages and the creation of new video and animation assets.
We also knew we had to do more to capture the interest of this new audience group – one who wasn’t necessarily thinking of Rolls-Royce as a potential employer. Working closely with the digital team at Rolls-Royce and drawing on our research, we created an omni-channel campaign – Race Your Code – that challenged potential applicants to test their coding and development skills in a real-life robot race.
Partnering with a robotics start-up, the campaign tapped into the love of coding, challenges and on-the-fly development we knew our potential applicants held, pitting applicants against one another and the Rolls-Royce team. The races were promoted internally and externally, across social media and the Rolls-Royce website, with applicants taking part virtually and all races live streamed over Twitch – a favored platform for the talent the campaign aimed to recruit.
The outcome
Massive YoY improvement with organic results
We were able to drastically improve their organic search performance YoY. From October 1st, 2018 to September 30, 2019, Bench saw:
race applicants
unique campaign video views
campaign page sessions
of conversions driven by Facebook