An international Employer Branding social media campaign targeting qualified external consultants for UBS' Group Internal Consulting department. It addresses the challenges of external consultants' lives and contrasts them with the benefits of an internal consultant position at UBS.
This Employer Branding social media campaign aims at the international labor market. We designed it to attract qualified, energetic external consultants to UBS‘ Group Internal Consulting department.
The life of an external consultant can be stressful. Tight deadlines, a lot of responsibility, always on the move and all this without really belonging to a team. At least not for very long. Precisely these negative aspects had to be addressed and compared with the advantages of the position of an internal consultant. In doing so, our aim was to arouse interest in a position at UBS.
In order to convey the intended message of the banking institution in a memorable and comprehensible way, we have chosen a storyline that every external consultant can relate to. By depicting annoying work situations of their everyday life, we wanted to show the dark sides of this profession.
Questions in text form appear between scenes to illustrate the unpleasantness of the current conditions of our protagonist. This way, we suggest the target group the idea that a change to UBS as an internal consultant would be a worthwhile decision that would definitely improve the quality of life. Dividing this Employer Branding campaign into three different parts allowed a successive publication. UBS used all these parts on their social media channels and on their website.
We are proud to announce that UBS has won not one but two awards for this Employer Branding campaign at the Rally Awards 2021! First place in the category “Best Use of Paid Social Media in Recruitment Marketing” and second place in “Best Use of Video in Recruitment Marketing”.
Client: UBS
Agency: Universum Global
Services: Creative Development, Pre-Production, Production, Post-Production
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