As we announce the finalists in the prestigious 2023 RAD Awards, which celebrate the best of the best in recruitment advertising and communications, we profile some of the campaigns shortlisted for the Creative Idea award, sponsored by Indeed.
Capgemini Active Inclusion – Pink Squid
For Capgemini, fostering an inclusive culture is integral to building a diverse and thriving workforce and creating competitive advantage. The company’s internal networks create a safe space for employees with similar backgrounds and experiences. Capgemini wanted to support its networks by raising awareness of them internally, increasing their membership and allyship, and showcasing the impact they could make.
Capgemini has six key networks focused on race equality, women, LGBTQI+, capability (disability and carers), veterans and mental health. By talking to members it could understand the impact of these groups on themselves and the company. Based on these discussions the company wanted to shift the mindset from acceptance to active inclusion.
‘Stories Best Shared’ showed employees the inner workings of each network. One person was selected from each to share a personal story in a letter, read by someone on camera outside of the network. Readers were interviewed to understand their reactions, after which the writer was revealed and both parties were encouraged to connect. Following this, the audience could join the conversation and hopefully the network.
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Winners will be announced on 26 January at the Grosvenor House Hotel in London.
The ‘Stories’ exercise has been one of the top 10 most viewed on Capgemini’s UK website, with a 280% increase in active dwell time. All of the company’s networks have enjoyed membership growth, in particular the mental health network Talking Heads which gained 32% more members as a result.
Mollie Driven By Love – TheTruthWorks
Fintech start-up Mollie wants to become the world’s most loved financial services provider. To do this it needs to create an employer brand where people are inspired by what the company stands for: Be Bold, Be Authentic, Be Loved. TheTruthWorks immersed itself in Mollie’s culture, speaking with founders, senior executives, and colleagues at all levels to discover what drove them.
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A culture of love kept coming up in discussions, which led to the creation of the ‘Driven by love’ employer brand – this referred to employees’ love in creating industry-leading products, challenging each other to get the best solutions, and in creating lasting impact. Any output needed to show how it feels to love what you work on – emotive, memorable and intriguing for potential candidates.
The agency built an employer brand toolkit, culture guide, tone of voice guide, social assets and new careers site. Its ‘crown jewel’ was a film bringing the culture to life, depicting colleagues gliding through workplace situations. It uses a ‘double-dolly’ shot in the style of Spike Lee to show employees moving in sync with one another.
