Targeting the younger generation of IT graduates
Case studies
Delegate wanted to break away from buzzwords and instead show what they really have to offer young professionals. The goal was to give young IT candidates a transparent and authentic impression of Delegate as a workplace.
Our three main deliverables:
- A slow, aesthetic employee film that is relatable to the target audience
- Authentic content that answers the questions candidates typically have before considering a new workplace
- A career universe targeting the target group's online behavior when researching job opportunities
A relatable and cinematic employee film
We wanted to go beyond buzzwords and create a real connection between Delegate and the target audience. It wasn't about "selling" Delegate as a workplace, but about giving an employee a voice that candidates could mirror themselves in.
Delegate wanted a cinematic video that showed their down-to-earth culture and mantra #Workfromanywhere. But we wanted to take it even further. Based on our internal and external analysis, we developed a concept that bridged Delegate's strengths as a workplace with the key preferences of the target audience - while capturing the feel of their people and culture.
Creative direction and production by AGENCY6.
Micro content
It's crucial for the candidate journey that potential new employees can get answers to their questions quickly. With the knowledge we gained from the external analysis, we understood which questions were most pressing and most frequently asked. To make it authentic and relatable, we put the questions to four young employees at Delegate - so candidates could get answers directly from the source.
To ensure maximum value for the customer, we created a SoMe-friendly intro that made the content usable across multiple channels.
This gave Delegate 27 pieces of content.
UX/UI & copywriting for a career site for young IT professionals
The user journey of young IT graduates is significantly different from that of experienced salespeople, for example. That's why we created a people-centered career universe that matches the target group's behavior and gathers all relevant content - without buzzwords.
The subsite makes it easy for new candidates to quickly get the right impression of Delegate and make an informed decision about whether it's the right place for them.
Our approach
To give candidates an authentic and relatable picture of Delegate, we started the process by gaining a deep understanding of young IT professionals' perspectives on Delegate as a workplace. We conducted several group interviews with the aim of uncovering the strengths - while breaking down the often used buzzwords into relatable stories.
With the foundation in place, we moved on to the external phase. Here we collected data and conducted interviews to really understand the behavior and preferences of young IT graduates when choosing a new workplace. Based on the internal and external analysis, we developed a concept that bridged the gap between Delegate's strengths as a workplace and what IT students prefer in an employer.
Then it was time to execute! Based on our analysis, we developed a communication plan that set the direction for our deliverables.
Hear from the client
"They have been extremely professional, sparring with us, challenging us and making us think outside the box."
Want to know how Delegate experienced the process and our work? Hear from Jeanne, Head of Marketing and Employer Branding at Delegate.