Mitie wanted a partner to help launch their Technical Services apprenticeship programme with a campaign that demonstrated diversity and that would specifically attract diverse candidates from minority and BAME groups, as well as encourage young women, into STEM roles.
We were asked to create a compelling campaign concept which would have standout amongst the gender and ethnically-diverse Gen Z target audience and position Mitie as an inclusive employer of choice.
The Story: Mitie wanted a partner to help launch their Technical Services apprenticeship programme with a campaign that demonstrated diversity and that would specifically attract diverse candidates from minority and BAME groups, as well as encourage young women, into STEM roles.
The Brief: We were asked to create a compelling campaign concept which would have standout amongst the gender and ethnically-diverse Gen Z target audience and position Mitie as an inclusive employer of choice. Our initial target was to recruit 20 new apprentices in December and form the foundation of a future campaign to drive a larger intake the following September.
Our Response: We developed the campaign strategy, media targeting and key proposition, and created a fresh, bold campaign identity with a strong call to action to #SignupSkillup to Mitie’s Technical Services Academy. We worked closely with the Mitie team to implement this across various internal and external digital channels as well as creating an immersive brand experience for Mitie’s first virtual recruitment exhibition.
Why it Works: There has never been a better time to offer real-life opportunities to earn while you learn, and Mitie has embraced the opportunity to create a distinctive brand message and platform to raise awareness as an excellent employer who offers best-in-class STEM apprenticeships.
The campaign tone of voice is direct, punchy and honest; engaging young people in language they’re familiar with. The key messaging focuses on dispelling the myths surrounding apprenticeships and emphasising the opportunities to gain incredible skills whilst kickstarting your career with real responsibility. This is combined with a visual identity which uses a youthful, handwritten font, diverse portraiture, and bold colours to grab the attention of our target audience.
Our media strategy included highly targeted ad placements within contextually-relevant articles/online content to reach warm and engaged prospects who are more likely to convert quickly, as well as a strong presence on key national job boards.
Results: Over 1,200 applications were received within 1 week of the campaign going live! So, all immediate apprenticeship positions were easily filled as well as delivering a pipeline of candidates for the 2021 intake.
Driving diversity for Mitie