BT’s powerful campaign boosts applications from women

BT's campaign with Ph. Creative showed the power of video in recruiting more women into engineering.

Year: 2023
Achievement/category: Shortlisted in Single Use of Video and Video Campaign
Client: BT
Agency: Ph.Creative
Industry: Tech


About the campaign

BT Group wants to drive more applications from women to become engineers, and in January 2022 reached out to its central recruitment marketing for help. 

Powered by Me, Empowered by BT aims to showcase the role of engineers in connecting people with one another, particularly since the pandemic. In the campaign, a single ‘hero’ video plays a central role, featuring engineers nominated by the business. Further short videos show one-to-one interviews with employees’ stories and these form part of organic content alongside paid activity. Some clips work across both streams of activity in feed ads, Facebook and LinkedIn.

The campaign comprises one hero video, seven interview videos and dozens of Instagram reels and stories, over two parts. Overall, the videos have received more than 1.3m impressions at a nominal cost per click. As a result, BT hired 23 women out of 99 jobs offered, representing 25% of total hires.