Sky aims high with virtual candidate tours

Sky’s campaign with Symphony Talent landed three shortlist spots in 2023 in the Digital Experience for Early Talent, Graduate Campaign and Integrated Campaign categories.

About the campaign

As a leading entertainment and media company, Sky takes on a huge number of early careers roles every year. These range from interns and apprentices to graduates and work experience placements. However, the pandemic meant that in-person open days, tours and events were called off. Sky needed to develop a compelling digital campaign to bring working at the company to life and encourage applications.

At Sky You Can made the most of user-generated content, promotions, teasers and much more via the medium of candidates’ smartphone screens. Content had to appeal to disparate audiences, and the campaign hinged on the fact that Sky offers a unique combination of opportunities not available elsewhere.

The campaign included a bespoke 360-degree tour of Sky’s campus, with panoramic images of key Sky locations, incorporating interactive elements such as videos from current graduates. Mini videos featuring real graduates and apprentices from different backgrounds – shot at Sky and at home to reflect hybrid working – reinforced the culture. An interactive ‘programme matcher’ means candidates can choose the best programme for them. The campaign generated thousands of applications and a surge in sign-ups for events, meaning the company was able to make a significant number of job offers.