‘Do you make cars?’ It’s a comment the early careers recruiters at Rolls-Royce often hear. Actually, it pioneers cutting-edge technologies that deliver the cleanest, safest solutions to meet the planet’s vital power needs. Its new early careers campaign needed to get this message out there loud and clear – and in a way that would connect effortlessly with everyone from school leavers to PhD students. It also had to attract an ever more diverse range of people across its 42 graduate, intern and apprentice programmes, in particular, attracting more women.
As the campaign that would launch the company’s new employer brand – ‘Beyond tomorrow’ – it was incredibly important for it to make an impact. The creative grabbed attention by using authentic and often surprising stories about how Rolls-Royce pioneers the power that matters. Like the fact that it has created new heat systems that can be fueled by cow manure. Fully-integrated and multi-channel, the campaign was rolled out across print, digital and on-campus, turning heads, and changing minds.
From over 22,568 likes on Instagram, to a 12% increase in applications from women, the campaign both engaged and delivered.
Above all, it raised awareness and changed perceptions. As one female undergraduate put it: “The ‘Be bold and make manure matter’ banner really caught my eye. It stood out from all the others – so I went over to talk to the team.”
“I love how everything has come together. There’s real consistency throughout the campaign – the look, feel and tone of voice.
Blackbridge have been incredible – the collaboration, agility, pace and adaptability made it possible. It’s probably the best client service we’ve ever had.”
Daniel Perkins, Global Employer Brand Manager, Rolls-Royce