金旗案例

2019金旗獎候選案例:Add gaming experience on your CV

作者:17PR 2019-09-23 14:33:51

Project name: Add gaming experience on your CV

Time of execution: 2018

Company name: Manpower Group

Brand name: Put gaming experience on your CV

Agency: Geelmuyden Kiese (捷愷集團)

Category: Overseas Communication


Project Summary:


The campaign “Add gaming experience to your CV”, was created to show young people that they possess more skills than they think, and that their skills are in demand.


Together with the global staffing firm Manpower, Geelmuyden Kiese created a campaign encouraging people to put their gaming experience on their resume when applying for jobs. The goal of the campaign was not only to present Manpower to young people, but to change attitudes toward gaming and gaming experience.


We communicated with the target group on their own premises, in their own environment. The campaign concept is therefore based on one of the world’s biggest hobbies: gaming.


Project Background:


Gaming and Esports is attracting a growing global audience. Still, the skills and knowledge that young people acquire and develop through gaming has long been underestimated. Research proves that gaming experience helps develop skills and knowledge which could be transferred to the labour market. These skills can include problem-solving, mental and perceptual tasks, mathematics, reading and sciences, all of which are relevant in the workplace.


We wanted to encourage young people to put their gaming experience on their resume when applying for jobs, and to encourage employers to consider the relevance of gaming experience in the workplace.


Related Research:


The statistics shows that 98% boys, 63% girls, aged 9-18 in Norway play video games. However, the skills and knowledge that young people acquire and develop through gaming has long been underestimated. Research proves that gaming experience helps develop skills and knowledge which could be transferred to the labour market. These skills can include problem-solving, mental and perceptual tasks, mathematics, reading and sciences, all of which are relevant in the workplace.


Project Planning:


The campaign “Add gaming experience to your CV”, was created to show young people that they possess more skills than they think, and that their skills are in demand.


The solution was to communicate to the target group (young job-seeking people) on their own terms. Manpower changed the CV forms on their websites to include gaming experience. This way, gaming experiences was presented to employers in the same way as working experience, education, language skills and references.


In the campaign, characters inspired by games took on the roles of the workforce to showcase the transferable qualities. These were shared through ads on the social media such as Snapchat, ads before gaming videos on YouTube, on outdoor advertising and on the streaming channel Twitch.


In addition, the campaign reached out to employers through news media and outdoor advertising. A webpage was set up to inform the audience of how gaming skills are relevant to the labour market.


Implementation:


In order for the recruitment company Manpower to reach out to gamers, they highlighted how their gaming skills can open doors to a career. Manpower launched the campaign “Add gaming experience to your CV” by Geelmuyden Kiese (捷愷集團).


Implementation:


1) Manpower started by changing their registration forms, so they could list their gaming experience as a type of skill


2) In a national campaign Manpower made different famous gaming characters try out different types of jobs


3) Manpower shared the campaign on Snapchat, as advertisements before gaming videos on YouTube, on physical advertisement posters, and on the streaming service Twitch, where they cooperated with one of Norway's most famous streamer Emzia.


4) Meanwhile, they (Manpower) coached all their recruiters on how to recognize transferable skills in gamers: Manpower had lectures, training and events where they got to experience gaming firsthand


Project Assessment:


1) 50 000 young people like visited the campaign website


2) Norway's Minister of Culture saluted the initiative


3) Many young people transformed their gaming experience into working experience


4) The campaign successfully reached 5.6 million people and attracted 18,8% growth in registered CVs on Manpower’s website. Within the first month, the campaign attracted 1000 CVs with gaming skills, and the first applicants have already been hired.


5) The campaign, with the change of Manpower's CV registration, has created a lasting change in the Manpower organization and how it relates to young people.


6) The campaign received two shortlist accolades in the Cannes Lions Creativity Festival. With its 30 935 global entries, Cannes Lions is the world's largest creativity competition. Just getting a shortlist job down here is of great importance - it places you among the top 3% agencies worldwide. Although many participants are relatively indifferent, no one ever takes a Cannes lion for granted. Hence, we are remarkably proud of Geelmuyden Kiese's collaboration with Manpower.


Project Highlights:


Most people underestimate the value of skills related to gaming, and the campaign “Add gaming experience to your CV”, changed both young people and the recruitment company Manpowers mindset towards gaming , and showed that gaming skills learned through gaming are in demand in the job market.


The campaign successfully reached 5.6 million people and attracted 18,8% growth in registered CVs on Manpower’s website. Within the first month, the campaign attracted 1000 CVs with gaming skills, and the first applicants have already been hired. In addition, the campaign was saluted by Norway’s Minister of Culture and received two shortlist accolades in the Cannes Lions Creativity Festival.


Related Photographs:


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案例資料由Geelmuyden Kiese (捷愷集團)提供,未經中國公共關系網17PR授權,嚴禁轉載,違者必究。


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