Attracting graduate talent in a competitive marketplace.
The graduate recruitment landscape is a crowded one, and achieving stand out against the big national and international employer brands is very challenging.
We carried out a persona mapping exercise, focusing on the psychological triggers that appeal to the audience, the position they are in and their perception of the working world.
Our research demonstrated that this demographic rely heavily on peer advice to help them make career decisions. In light of this, we commissioned a photo shoot that featured real-life graduates currently in the Network Rail graduate programme and led with their individual stories throughout the campaign collateral.