Employer Brand Campaign

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.

Background

GE wanted to attract over 1,000 highly-skilled and educated
members of the Africa diaspora living in North America and Europe
back to their home countries to take up leadership positions.

GE Africa wanted to attract over
1,000 highly-skilled and
educated members of the
diaspora away from North
America and Europe to take up
leadership positions back in
their home countries.

The Brief

RBC wanted to attract
better talent, rebuild
company morale, and
decrease attrition rates.

C&B was tasked with
coming up with a new
employer brand
campaign that:

The Brief & Insights

Many African countries were experiencing
unprecedented economic growth.
Tapping into the diaspora on an emotional level
would reinforce their connection to the continent
and the countries they grew up in.
Research into target audience showed that most
effective and resonant themes included:
loyalty, duty, nostalgia, and patriotism
as well as economic & leadership opportunity.

Many African countries were
experiencing unprecedented
economic growth.
Tapping into the diaspora on
an emotional level would
reinforce their connection to
the continent and the
countries they grew up in.
Research showed that
loyalty, duty, nostalgia,
economic opportunity,
leadership opportunities, and
patriotism were themes that
resonated with the target
audience.

C&B was tasked with coming up with a new employer brand campaign that:

Reimagined their Employee Value Proposition
Invented a tagline that worked seamlessly with RBC’s Unifying Advertising Expression
Ideas Happen Here.
Come up with a new employer brand platform and broad recruitment
marketing campaign that inspired and excited existing and potential employees, alike.

Reimagined their Employee
Value Proposition
Invented a tagline that worked
seamlessly with RBC’s Unifying
Advertising Expression Ideas
Happen Here.
Come up with a new employer
brand platform and broad
recruitment marketing campaign.

Insights

C&B uncovered the following insights through our research:

The Great Resignation and the War for Talent forced RBC to reimagine the complex relationship between employer & employee and work & life.
What was attractive about RBC is that it offered employees interesting opportunities and possibilities on one hand,
and stability and security on the other hand.
Employees wants and needs differ from person to person and change over time.
Employees are looking for careers that fit their lives and lifestyles.

The Solution

Our solution started with reimagining RBC’s Employee Value Proposition.

To focus our campaign, we started by dividing employees into five
categories that coincided with their phase of life and stage of career.
‍
This allowed us to personalize and better target content.

We focused our campaign by dividing employees into
five categories that coincided with phase of life and career stage.
‍
This allowed us to personalize and better target content.

The Solution

Our solution centered around the idea that Africa needs strong leaders to ensure that it will
thrive in the years to come. We created a campaign that reinforced the idea that there is no
better place for the best and brightest of the African diaspora than back in Africa.

Our solution centered around the
idea that Africa needs strong
leaders to ensure that it will thrive in
the years to come.

We created a campaign that
reinforced the idea that there is no
better place for the best and
brightest of the African diaspora
than back in Africa.

MICROSITE

It started with the creation of the tagline, “It’s Africa’s Time”, and the microsite, “Destination Africa”.

It started with the creation of the
tagline “It’s Africa’s Time” and the
microsite “Destination Africa”.

The microsite was populated with
original photography, copy, and
videos that the C&B team created
after visiting Kenya, South Africa,
Angola, and Nigeria.

The microsite was populated with original photography, copy, and videos that the C&B team
created after visiting Kenya, South Africa, Angola, and Nigeria.

Digital / Print ADS

We created billboards, print ads,
radio ads, and digital ads that ran in
key markets in North America
and Europe.

We created billboards, print ads, radio ads, and digital ads that ran in key markets
in North America and Europe.

employer brand toolkit

Finally, we created an employer
brand toolkit that was distributed
across GE to assist managers and
other recruiters with their
recruitment efforts.

Finally, we created an employer brand toolkit that was distributed across GE to assist
managers and other recruiters with their recruitment efforts.

This included the creation of a visual style guide, icons, and templates that have
been rolled out across the enterprise and is used to guide all external-facing
recruitment efforts and internal-facing employee engagement efforts.

3. The Virtual Reality Experience

The next hurdle was teaching participants how to recognize their own mental and physical health issues,
and embracing new habits that would help them lead healthier and happier lives.

The solution was gamifying the lesson through a VR experience. Using a Meta Oculus headset,
participants learned how their own choices affected their overall health.

The group was also introduced to meditation and other mindfulness techniques.

The next hurdle was teaching
participants how to recognize their
own mental and physical health
issues, and embracing new habits
that would help them lead healthier
and happier lives.

The solution was gamifying the
lesson through a VR experience.
Using a Meta Oculus headset,
participants learned how their own
choices affected their overall health.
The group was also introduced to
meditation and other mindfulness
techniques.

4. The Graphic Novel

The lessons from the VR experience and animated movie were distilled into a
graphic novel that participants kept as a resource.

The graphic novel mixed entertainment with helpful tips in order to make it a
reference book that they’d actually read, use, and hang onto.

The lessons from the VR experience
and animated movie were distilled
into a graphic novel that participants
kept as a resource.

The graphic novel mixed
entertainment with helpful tips in
order to make it a reference book
that they’d actually read, use, and
hang onto.

Digital and Social

We created the copy, photography, and layout for
LinkedIn, Instagram, and Google banner ads to drive
visits and applications on RBC’s career site.

We created the copy, photography,
and layout for LinkedIn, Instagram,
and Google banner ads to drive
visits and applications on RBC’s
career site.

Out of Home

We created an out-of-home campaign in
targeted locations to reenforce the idea that
RBC is an ideal destination for top talent.

We created an out-of-home
campaign in targeted locations to
reenforce the idea that RBC is an
ideal destination for top talent.

Documentary Film &
Animated Storytelling

To help bolster application numbers for other
RBC business divisions, C&B developed a series
of documentaries and animated shorts that told
real stories of real RBC employees.

Employer Brand Campaign

The Brief

Background

The Brief

The Brief & Insights