How to ensure a steady pipeline of strong candidates from a wide range of degree disciplines and backgrounds? That’s the challenge Babcock set down for us with its 2018 graduate campaign.
As a global engineering services organisation providing critical support for clients across Marine, Land, Aviation and Nuclear, Babcock’s reach is immense. Success takes the unparalleled expertise of c.35,000 employees from every kind of discipline: chartered engineers, skilled scientists, business professionals, and everyone in between.
This meant our strategy had to appeal to candidates across both its Engineering and Business Management programmes. And crucially, these people not only had to have the leadership potential to shape its future success, they also had to reflect the fact that Babcock embraces diversity – with a specific focus on female graduates.
We made individual Babcock graduates the heroes. ‘What Makes You’ celebrates the diverse personalities, different interests and fierce commitment to ‘Being Babcock’ that each graduate needs. It also shows how joining Babcock can be the making of your career and you as a person.
At the heart of our campaign is a distinct visual style using bespoke portraits of graduates and Babcock’s own imagery. The idea was rolled out across multiple channels, including a website, social media, videos, print and on-campus.
An award-winning graduate campaign that appeals to engineering and business graduates in equal measure. It encouraged more female graduates to apply to Babcock and it struck exactly the right balance when it came to being both informative and inspirational.