End-to-end recruitment campaign for an Agile A-Team.

The outline.

CGI UK deliver digital transformation across sectors, including energy, utilities, education, policing, security, manufacturing and health, as part of one of the world’s leading IT services companies. CGI’s work impacts people’s lives directly every day.

Inspired by the Spotify model of Tribes, Squads, Chapters and Guilds, CGI set up a new Agile Digital Services (ADS) unit in their Manchester office, bringing together compact teams to implement products for clients, coach them in Agile methodology, and work alongside internal teams. We devised an end-to-end marketing campaign to attract the best Agile talent for them.

The challenge.

The ADS project posed several challenges. Hard to find tech talent would also need security clearance to work on highly sensitive projects, while information security meant they would be mostly office-based in Manchester.

Key to our campaign was the promise of collaborative colleagues with a rich variety of skills  (like Marvel superheroes, but without the costumes), and work with real purpose and value. Starting from zero, our campaign needed immediate impact.

The solution.

The creative strapline “Our Tribe is gathering”, offered a bold frame for the ADS proposition, and our centrepiece video and photo shoot. In our film, individuals move purposefully across a gritty, desaturated Manchester landscape before our view widens and warms as the diverse Tribe come together at CGI’s HQ.

The film-trailer intrigue introduces models, acting in different job roles of those required in an agile squad. These models were used across campaign assets, reaffirming ADS as a squad of experts, and the drama links seamlessly with CGI’s employer brand tagline: “Be part of our story”

Acquisition across LinkedIn, Facebook and Instagram, alongside organic posts, reiterated the opportunity to help shape an entirely new department, while a referral leaflet gave CGI members a role to play.

Our ADS landing page invited users to dig a little deeper into CGI’s culture, with links rewarding curiosity about the new Tribe, and one-click prompts to apply. Bolstering the first hit inspiration of our video, members give 90-second low-down accounts of Agile life at CGI.

The results.

We tested, adapted and refined messaging during roll out, ensuring that insights we gathered weren’t just saved for next time, but were fed directly back into our recruitment campaign. This responsive approach drew exactly the Agile superheroes CGI required to get ADS off to a flying start.

“We met our recruitment objectives through a compelling creative message driven by insights… that allowed us to learn and pivot to improve the accuracy and quality of candidates, all while working at pace.”

Richard Brown

VP Agile Digital Services, CGI UK