Aegon wanted to deliver a radically different assessment centre experience. Its old process was a one-stage, competency-based procedure based on financial services experience, and it wanted to improve not just traditional metrics but also attrition, brand association and no-shows. To do this, it worked with TMPW to deliver an immersive assessment centre that transported candidates into a fictional world and allowed them to have a good time while showing off their true skills.

The concept was a fictional organisation called Creative Resistance Against Fraud and Theft (CRAFT), where candidates became members of an underground resistance movement tasked with stopping the art heist of the century. The fantasy world setting meant that candidates relaxed and in-room assessors could identify the core attributes Aegon was looking for. The process removed CVs, but was based on rigorous assessment science. Candidates were asked to solve clues and crack codes as part of a cinematic experience delivered by professional actors. In two hours, candidates completed a group exercise, a customer conversation and an interview.

At each stage candidates received bespoke video content and the assessment room was fully dressed with props. The new approach meant that far higher proportions of new recruits came from non-finance and non contact-centre backgrounds, the campaign created 85% positive brand association and the offer acceptance rate was 98%, up from 73%. The process saved many days of recruiter time and the no-show rate was just 2%.