WSG’s Careers Connect, its keystone career advisory and assistance programme, had perceived low importance and mindshare. Jobseekers had misconceptions about its services and benefits, mistaking the programme and its centre as a job portal and recruitment agency, and a promise of being matched to a new job.
We embarked on a six-month campaign to generate leads for the Careers Connect team to follow up with and to offer their services to jobseekers among them who would benefit from picking up job searching skills and confidence. Our team created three relatable characters representing different personas of jobseekers, around which digital assets and tactical messaging were developed. Viewers who identified with the characters would be able to choose the relevant tools to help start them on their journey to employability.
The digital campaign used video content to grab the viewers’ attention resulting in a high landing page conversion rate of more than 70%. We were able to optimise the campaign’s outreach and surpassed the target for lead generation, which helped Careers Connect to engage with more genuine jobseekers who could benefit from their programmes.