Babcock
RECRUITMENT CAMPAIGN
With an aging workforce and a shortage of industry skills, Babcock needed to think outside the box when it came to recruitment. Or, more specifically, outside their sector.
The client wanted an ‘energetic’ multi-channel recruitment campaign to help fill over 4,000 vacancies in 2022. The ask was ambitious, so our concepts needed to stand up to the challenge.
Here are the two routes we presented.
Change reaction
Big impact often starts with small actions: an idea, a conversation, a simple task.
From desktop to dry dock, everyone at Babcock brings something unique to the table. And it’s their everyday impact that contributes to a much bigger purpose: creating a safe and secure world, together.
We call this a change reaction. And it’s how we invite new recruits to see their role in terms of the wider impact it has on the world.
Best kept secret
When it comes to attracting new recruits, awareness of Babcock is low. They do so many incredible things but, due to their sensitive nature, they simply can’t talk about them.
Rather than seeing this as a problem, we flipped the challenge on its head and used it to our advantage. We positioned Babcock’s work as so confidential and world-changing that we can’t even tell people about it. In fact, we’ve had to redact it from our own ads.
This is the best career we can’t talk about.
Mission Possible
We also pitched some interesting ideas for an internal behaviour change programme.
