Cosworth – Road to Somewhere

Challenge:

  • To entice engineering graduates into Cosworth’s apprenticeship scheme
  • Fighting off competition from larger, more attractive companies for the best graduates in the area
  • Getting employees to talk up their place of work

Solution:

  • Video showcase put the company’s existing apprentices front and centre of the campaign.
  • More than just talking heads, the chosen interviewees were a genuine depiction of the success of the Cosworth apprentice scheme.
  • Videos pushed through digital channels, with apprentices becoming the poster people for the company’s scheme at trade shows, local education fairs, etc.

Result:

  • Raised awareness of the opportunities of the scheme
  • Drove interest in Cosworth as a preferred employer
  • Increased applications from better quality candidates

Empowered employees internally to talk positively to external audiences about their workplace