Our work with Unilever MENA

Client Brief

The main objectives of our engagement were to identify 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. This was done through an important yearly activation initiative within the scope of Unilever MENA’s Employer Brand activity in the region: The Quest by Unilever which was their cross-university, cross-country competition.

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 the prior years. These were added to countdown posts to The Quest application openings in 13 countries in the Middle East and North Africa.

Unilever Calling

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.

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.

Karim Elmery

Talent Acquisition Partner Gulf & Employer Branding MENA, Unilever

About Unilever

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.