WINNERS 2020

Judges Comments

The judges were impressed with the strong and consistent branding which conveyed the “feeling” of the FinTech giant while proving an effective and inclusive candidate experience.

Judges Comments

Our judges loved this bold blend of outdoor and digital, where MTS challenged developers to program the magnificent fountains in the centre of this Russian city. They said it was fun and “super smart”, engaging the right audience through a well thought out and well executed idea.

Judges Comments

Dstl designed and developed a totally bespoke game which our judges described as a “next-level” online experience. Creative use of cheat codes which aligned to audience behaviour was a really clever approach to finding candidates with the right mind-set – impressive results!

Judges Comments

Judges described this initiative as spirited, integrated, authentic and honest. The campaign tackled misconceptions and resulted in a 6% increase in female entrants. An “exceptional” and “outstanding” piece of work.

This category is looking for a clearly defined strategic plan to engage with this target audience. This is supported by a coordinated marketing campaign utilising different engagement channels, designed to attract emerging talent in school leaver, apprentice and non-graduate recruitment.

Judges will be looking for:

• Entries that clearly define each target audience and explain how they have engaged with them
• The organisation’s long-term plans for this audience segment and how it engages with stakeholders, whether pupils, teachers or parents
• Evidence of effectiveness. Were results linked to the initial brief and how well did the campaign perform? What did you want to achieve? What was achieved?
• Creativity.

Judges Comments

A “fabulous” campaign, according to the judges for this category. They praised the hard-hitting visuals encouraging employees to make their voices heard and an impressive increase in engagement.

Judges Comments

Judges loved the simple and striking way the company built a new employee value proposition, and the way it used research to foster a sense of purpose.

Judges Comments

Balfour Beatty delivered a “well executed and delivered” campaign with consistent messaging and a robust design process, according to the judges. The employee value proposition came through as credible and judges praised how it demonstrated the social impact of the building industry in these changing times.

Judges Comments

The panel loved the slick and engaging nature of EE’s careers website, especially the cutting-edge navigation and the individual landing pages with tailored content for each user. One judge described the site as “a genuine joy to look around” and praised the humour in its boomerangs and videos for individual roles.

Judges Comments

This campaign worked perfectly with its target audience, combining great visuals and logic to make GCHQ really stand out. Judges loved the LED light show aspect of the campaign and the clever brainteasers, and praised the way it got students talking on campus – a viral success! 

Judges Comments

With a bold new look and message, M&S’s “The Future Needs” campaign felt “fresh, exciting and new” according to our judging panel. They loved the interactive element and engaging social content, and the fact it felt forward-looking but still tied to the M&S brand. “A really strong campaign”!

Judges Comments

This campaign live-streamed employees completing tasks in an outdoor environment to show how they lived up to AA values such as collaboration and hard work, with the added dimension of a celebrity host to boost engagement. Judges called the campaign “exceptional, unique, capturing and original” and a great reflection of the AA brand.

Judges Comments

M&S’s graduate campaign brought together different audiences into one successfully integrated and coherent message, according to our judges. They praised the range of media used – from gifted seed balls to Whatsapp chats – for delivering impressive results in terms of applications and awareness.

Judges Comments

Global giant Mars wanted to spread the Mars principles through Brand Guardians across the world. Judges liked the way they used direct mail to engage with employees and create a sense of community, with postcards, welcome packs and posters making this a fun campaign

Judges Comments

“Big, bold and brave” were just some of the words used by our judges to describe the NCA’s outdoor campaign to attract 300 investigators. They praised the eye-catching visuals of a shark and the simple ‘No predator too big’ message, as well as the way the ads were placed in key locations to reach target audiences.

Judges Comments

Our judges thought this campaign was full of personality with a thought-provoking script that acknowledged the reactions candidates can get when they say they want to become a prison officer. They liked that it didn’t shy away from the hardships of working in a prison but felt real and authentic at the same time.

Judges Comments

A clever, multi-channel approach is what made this campaign stand out. Our judges loved the use of real police officers to make the message more personal and authentic. There was strong evidence of results and the audio fitted well with the Met’s wider recruitment campaigns.

Judges Comments

Judges thought the video aspect played well into social channels and sharing, and admired the way it brought the employer brand to life in a creative way.

Judges Comments

Judges praised the retailer’s “excellent use of tech” and the way it allowed managers to gain real visibility of the hiring process and improved time to hire.

Judges Comments

Judges complimented Rolls-Royce on its clear objectives and highly relevant content for the target audience. They loved the authentic nature of the campaign and the way employees busted preconceptions about apprenticeships in their video dialogue. “A very simple idea with great, witty responses that made me smile.”

Judges Comments

There are times in our industry when work is created that is so unique, so special that it redefines what great looks like and inspires us all to drive for better; setting a brave new standard for the industry to revere.

A first of its kind. This piece is compelling, innovative, inspiring, real and so expertly put together. It beautifully connects in a highly emotive way, taking us all on a journey of highs, lows and human endeavour. This team were ready for anything and have produced work that has never been seen before in our industry.