Refinitiv launched into the market as a new name in FinTech in late 2018 following a divestment from Thomson Reuters. Overnight they became a new brand name with c18,000 employees over 100 office locations across 60 countries. Following creation of their EVP in mid-2019, our challenge was to activate this, with social media pivotal.
We captured employees from around the world making them the focal point of the creative. Using a perspective shot with large depth-of-field we created a thumb-stopping moment on social that showcased individual journeys.
Phase 1, December: We used Refinitiv’s Global Leadership Conference – Leadershift – to launch the EVP creative and turn leaders into social champions, where many leaders took to social and internal channels to celebrate the launch. Such leadership buy-in was pivotal in driving employee engagement.
Phase 2, January: We knew that employees sharing EVP stories on social would add to the campaign’s authenticity and create social proof for unaware candidates. We launched EVP content externally, underpinned by an internal campaign to amplify content through social sharing. Using GaggleAMP, an employee advocacy tool, we encouraged employees to share content to LinkedIn, where colleagues had experience hiring candidates in their networks and new audiences could browse jobs at Refinitiv without leaving the platform.
Phase 3, late January: With a high volume of engagement and buzz about Refinitiv’s social channels in place, we then activated high frequency paid social activity to drive brand uplift and intent. We targeted external audiences in key hiring locations, overlaying skills/interest targeting relevant to the roles open in these locations.