Serco employs 1,000,000 people and is responsible for the delivery of vital services for government and public sector organisations across the globe. It runs Dubai Metro, manages 192,000 square miles of air space, protects US borders, provides catering and cleaning services to hospitals and rehabilitates young offenders.
As a specialist in service delivery, recruitment of the right people is critical to its success. Industry worked with Serco on the development of an employer brand proposition that would both attract and retain talent who are able to deliver on its brand promise.
The resulting employer brand proposition ‘Imagine what you could do with a world of experience behind you’ taps into a key engagement driver: the desire to make a difference.
Industry created a new illustration-based creative platform, using a series of animations to bring to life the many behind-the-scenes job roles within Serco. This has been successfully rolled out across all touch points including LinkedIn, recruitment fairs, recruitment advertising campaigns and internally across key HR applications. Industry also developed employer brand guidelines, recruitment brochures and collateral for use at exhibitions and recruitment fairs.
Industry’s CEO Sholto Lindsay Smith said: “Serco is a company doing amazing things quietly. Our creative platform enables it to explain the breadth and diversity of the business and attract the talent it needs to deliver great service. We are delighted to be recognised alongside some big consumer brands for this strategic and creative work.”
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