Identify the top talent from across North Africa & Middle East, help create a funnel for top talent into the global Future Leaders’ League and identify the candidates that will earn a coveted internship in the region as part of the Unilever Future Leaders Programme.
This is done through an important yearly activation initiative within the scope of Unilever MENA’s Employer Brand activity in the region: The Quest by Unilever. This is Unilever’s cross-university, cross-country competition.
The Quest poses an exciting challenge to Unilever in the MENA region to attract young talent who are ambitious and, ultimately, would like to make an impact. The Activation EMEA team came up with an innovative idea that would combine ambassador storytelling of our previous Quest participants through a multi-phased approach. The outcome was engaging and authentic short videos that generated more than 11,700 applications.
Shaping a Successful Employer Brand
Creative Campaign & Social Media Implementation
Universum created a multi-phased campaign strategy that would use Unilever testimonials of students who have successfully participated in The Quest in prior years. These were added to countdown posts to The Quest application openings in 13 countries in the Middle East and North Africa.
For the recruitment marketing campaign “Unilever Calling”, Universum created a visual execution strategy, testimonial briefings, design and copywriting work, and ultimately executed the campaign on Facebook, Instagram, the Audience Network, and Snapchat operationally.
We used proprietary data targeting in three phases that told a distinct narrative and provided the potential candidates with reasons to “Unmute Your Potential”, “Share Your Vision”, and “Join the Quest”.
In five weeks, The Quest by Unilever 2022 campaign resulted 11,757 applications.
On Facebook and Instagram, the campaign gathered 182,555 link clicks, reached over 1 million students, the ads were shown 3.2 million times, while exceeding the 2021 global Jobs & Education CTR benchmark by a factor of 10. On Snapchat, the campaign was shown 1.14 million times and resulted in 22,462 Swipe-Ups.
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Employer Brand Communication
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About the company
Unilever employs 148,000 people globally and aspires to attract top talent in Business and STEM fields while competing against global FMCG companies as well as banks, airlines, and software giants around the world.
The Quest by Unilever is Unilever’s cross-university, cross-country competition to identify the top talent from across North Africa & Middle East.
It’s an important initiative within the scope of Unilever MENA’s Employer Brand activity in the region, as well as primarily functioning as a funnel for top talent into the global Future Leaders’ League, and to identify the candidates that will earn a coveted internship in the region as part of the Unilever Future Leaders Programme.