British American Tobacco is the largest contributor to the state budget, a top employer and ranks 32nd in the Catalyst top employers in Romania. However, recruiting young talent from Generation Z is increasingly difficult due to the dwindling number of suitable candidates.
The program had 2 points of tension: the recruitment process was very difficult and laborious and it was not clear to the local audience what benefits it offered in comparison with the effort invested.
The ABC of GG: We positioned the program as a company springboard and renamed the program from Global Graduate to Career Accelerator, where the main USP was that you can become a manager in 12 months. The campaign's goal was to communicate as clearly as possible the real benefits that young people can gain by entering the program.