ENGIE, the Belgian market leader in the energy sector, is looking to attract new talent (20-35y) for its technician positions.
An initial six-week pilot recruitment campaign with an all-in media budget of €25,000.
Against the backdrop of the highly competitive recruitment market for “technicians” and “key profiles”, we were challenged by ENGIE to propose an innovative approach to achieve the following objectives:
It was a question of recruiting young technicians who were difficult to reach and above all to convince.
Recruitment campaigns usually focus on standard HR channels, in line with the profile sought.
Our strategic development was based on challenging the usual codes and surprising the target audience. In order to develop ENGIE’s reputation and appeal among this audience of “the unreachables”, integrating the codes of digital natives’ #1 passion, video games, into its recruitment communications.
The campaign was rooted in the world of gaming, using the codes and language of this sector, while respecting the essence of the ENGIE brand. An activation deployed through touchpoints where this audience spends a big part of its time. The story, developed as a 2D animation, includes numerous references to the world of video games, enhancing the appeal, desirability and relevance of the ENGIE brand for potential candidates.
We responded to the different objectives with 2 distinct approaches:
The success of ENGIE’s first pilot with gamers is the result of developing specific, bold content, broadcast in the right place, at the right time:
