Although Sky has strong recognition among early careers candidates, this was not translating into applications among priority talent groups such as technology. An early career campaign needed to position Sky as an employer of choice for digital talent, increase conversion to applications for graduates and increase the diversity of the early careers pipeline. With Wiser, Sky embarked on intensive research to understand what early careers applicants wanted from their experience at Sky, and review external perceptions of the company.

‘Where better begins’ was designed to push the boundaries of the Sky brand through creative alignment with its consumer brand principles, using flashes, flares and bold headlines. Straplines played on the ‘where better begins’ wording through adaptations such as ‘where growth begins’ or ‘where original begins’. An action-packed campaign film featured drone shots, 360-degree lenses and microscopic cameras for a cinematic effect. Campaigns were targeted at three candidate ‘personas’ across job boards, events, print media and Sky’s own media.

Views and impressions increased year-on-year, and more than half of the graduate hires were in the digital sphere. More than 90% of applicants said they would recommend Sky’s programmes to a friend, and the company exceeded its targets for more people who were the first generation to attend university, and from ethnic minority backgrounds. Sky significantly improved its ranking as a technology employer among early career audiences.