British American Tobacco
The trends of the workforce have drastically changed in the pandemic context. Because the recruitment and employment rules have also modified along with the new limitations, the organisations had to keep up with the new context and learn new practices and strategies. Besides the traditional lack of career experience and the difficulty of finding a proper job, the obvious problem of young Romanian people was now enhanced by the difficulties encounterd once with the pandemic context.
Nowdays candidates gravitate toward career opportunities that strike a strong work-life balance and offer a sense of purpose. Also, they embrace professional freedom, innovation, flexibility and an employee-centric culture. At the same time, the impossibility of doing face-to-face interviews and also the fact that, due to the pandemic, potential applicants could not find out what positions are open at BAT, made the recruitment process quite difficult.
Following the young users' online journey when it comes to applying for a job, we realized that recommendations are an important source of information. But how could we create an authentic and transparent conversation, without genunine human connections? We decided not to do just a recruitment campaign, but to make a real online school for young people. And we did this by highlighting real people, BAT employees, who could speak from their perspective to young aspirants, share their valuable know-how, as well as their BAT story.