As a company, Network Rail relies on new entrant talent. It's the future of their business and they recruit over 400 apprentices and 200 graduates every year. Having created a relevant and impactful employer brand, Eleven was commissioned by Network Rail to create a fully integrated, multi-channel, national, new entrant recruitment campaign - unifying their apprentice and graduate activities.
The project involved research, strategy, planning, creative and production.
This was a large-scale project, with lots of different components, so we started by producing a comprehensive project plan for all parties to work to. The plan lived online so colleagues and the client could access and update it at any time.
What we identified in our research was that one of the main things that appealed to apprentices and graduates about Network Rail was their focus on the individual and their needs. This tied in nicely with the business' wider value proposition, which is 'putting passengers first', so we decided to base our campaign creative on the concept of 'putting people first'.
The assets we delivered included a suite of brochures, a leaflet, a collection of exhibition stands, display advertising, social media advertising, content for in station screens, animations, an app, an email template and a presentation.
The experience was designed to be fun and engaging, creating a memorable and positive brand experience that stayed with people long after the event had finished. Throughout the project, the account manager liaised with the client and kept them informed of our progress.
Amendments were proofed and subject to our internal product and service release form and final approval was formally provided. We delivered the assets in line with the project plan, ensuring thorough quality control checks were conducted on all deliverables prior to release or publication.
We identified that one of the main things that appealed to apprentices and graduates about Network Rail was the focus on the individual and their needs.
We decided to base our campaign creative on the concept of 'putting people first'.
The experience was designed to be fun and engaging, creating a memorable experience that stayed with people long after the event had finished.
The exhibition materials have proved very successful since their introduction in autumn 2019. The graduate scheme was open for applications between October and December and all targets were hit, and applications received have been measured and are up year on year (+17%).
increase in applications received.
We used the insight gained from our work on this campaign to propose an idea to help drive footfall and engagement at the many careers events Network Rail attends.
The idea, which we delivered, was to create a fun, memorable virtual reality (VR) experience for use on the stand.