Today’s students and graduates hear a lot about employability, but Lloyds Banking Group wanted to provide them with tools that would truly equip them for the world of work, as well as tackle any doubts they faced. Traditional employability content tended to focus on narrow skills as though they only apply to the world of work, when in fact they are relevant to many aspects of life. LBG wanted to expand the conversation beyond CVs and LinkedIn and talk about concepts such as imposter syndrome, how to build a personal brand and body language – things that apply as much in everyday life as the workplace.

The ‘Life Ready’ video campaign aimed to add real value for students, filmed as a series of interview-style films. LBG partnered with influencer Sonya Barlow to create informal films where advocates from within the business talked about their experiences. It also created an influencer campaign using a range of micro- and nano-influencers to create content linked to the wider topics and what ‘Life Ready’ means to them. All of this content drew passive and active candidates into the content hub. The aim was to raise LBG’s visibility as an employer, improve its Times Top 100 employer rankings, and top up applications for graduate and apprenticeship programmes.

The campaign added value rather than adding to the ‘noise’ that graduates and early careers candidates are exposed to around employability, drawing millions of impressions on Facebook and Instagram, an impressive TikTok audience and thousands of plays of the videos.