‘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.