‘A new careers website that gets candidates to see us in a different light…’

A new recruitment site for Bentley Motors, its aim to reposition perception and attract new talent. To go live 12 weeks from first concept pitch.

The gauntlet: how to change perception

The proposal is to subvert recruitment conventions. Messaging replaced by storytelling, tone switched from marketing to editorial, design from corporate to consumer-facing. ‘Push’ content replaced by ‘pull’ content. Anchored by an overarching but subtly deployed message running throughout…

Vision with expertise

A project requiring dozens of crafted interviews, deep client knowledge, editorial rigour, imaginative design and great resourcefulness to create and finesse a whole suite of new assets during lockdown. The team – specialist journalists, designer, editor and project manager – is selected before the pitch. Right people, every time.

Congratulations on a hugely successful launch of the new Bentley Careers website. It will help us to attract new and different talent to Bentley
Astrid Fontaine
Bentley Member of the board for People, Digitalization & IT