ESB Networks Recruitment
Every year, ESB Networks launch their Electrical Apprenticeship Programme to attract and recruit talented and diverse individuals into the their programme at ESB Networks. This year the campaign would highlight the brand's new positioning, "Energising your everything”. The objective is to drive awareness of the Electrical Apprenticeship Programme and direct potential candidates to a dedicated landing page.
Key messages:
Earn While You Learn
A Career Where No Two Days Are the Same
Integrate ESB Networks' Net Zero Strategy Vision
Team Work
Energise Your Future captured the energy and dynamism of a typical day for apprentices and newly qualified technicians at ESB Networks. This campaign aimed to inspire 18-24 year olds to consider a career with ESBN. We achieved this by following multiple apprentices throughout their working day, capturing authentic moments in real-world scenarios. This approach showcased the excitement and variety of the role, giving it an aspirational feel. We wanted to show our target audience the rewarding career they could have at ESB Networks.
Awareness
TikTok
We created 3, quick paced, 20 second TikToks to drive awareness. Each one following an apprentice/technician out in the field and highlighting a key message of the programme: Earn while you learn, Clean electric future and Team players.
Meta
Our research outlined the importance that parents and teachers played in our audiences decision making and therefore we created a 40 second hero piece that acted as both awareness and consideration of ESB Networks Apprentice Programme.
Consideration
We leveraged the power of social media during the consideration phase. Here's why:
Storytelling Power: Social posts, in particular, Carousels allowed us to create a mini-narrative, showcasing the journey of an apprentice and the specific benefits they can expect.
Visual Engagement: With multiple images and text, carousels provided a visually appealing and interactive way to capture attention and convey our multiple key messages.
Bite-Sized Content: Each post delivered a focused message, making it easy to digest on busy social media feeds.
Scrolling Encourages Interaction: The swiping nature of carousels encourages users to continue through the content, increasing engagement and brand recall.
Conversion
Straightforward, targeted, social media posts were a secret weapon in our "Energise Your Future" electrical apprenticeship recruitment drive. Dynamic, environment, eye-catching visuals and bite-sized copy kept our target audience engaged.
Using clear calls to action like "Apply Now" and “Application Closing [Soon]” made it easy for interested viewers to take the next step. By strategically using social media's simplicity, we turned scrollers into potential apprentices, energising the future of ESB Networks.
