Broadcasting the BBC
Broadcasting the BBC
Broadcasting the BBC
Broadcasting the BBC
As they approached their 100 year anniversary, the BBC found themselves in a battle for talent with new competitors: Amazon Prime, Netflix and Spotify. In order to invigorate their employer brand and attract the changemakers who would drive the BBC forward over the next 100 years, they required a fresh injection of energy.
In 2021, we embarked on a mission to create an Employer Brand Strategy for the BBC. We needed to bring to life their values, highlight their commitment to their people and inspire talent with the quality of their content.
Armed with an EVP that was both genuine and inspiring, we balanced striking a chord with existing team members while also attracting fresh, innovative leaders to join the BBC family.
Lights, Camera, Action
#FF4C98 — BBC iPlayer Pink
To inspire current and future talent, we needed to articulate what’s in it for them.
Informed by the hundreds of internal and external opinions we gathered from 1:1 interviews, focus groups and surveys, we built out the ‘This is Your BBC’ framework. This introduced an individual sense of ownership and putting the people who shape the programmes, into the frame.
Building on the inclusive representation guidelines built into the core brand, we strengthened our This is Your BBC framework to run an integrated campaign across outreach, organic social and paid media.
Check out the results from the first month of the campaign.
Impressions
Traffic to site
Community sign ups
In the first month of the campaign, we made our way onto nearly a million social feeds, driving awareness of the BBC’s values. By putting audiences at the heart and creating content that educated, inspired and informed, we overshot campaign targets by 30%.
It’s not all about driving sign ups, the campaign has received a huge volume of positive feedback from the community and shifted perceptions about, respect and opportunity that the BBC offers Deaf, Disabled and Neurodivergent talent.
From EVP to Activation, we were able to increase the relevance of the BBC’s values and elevate how it was perceived as an inclusive, progressive employer.
As the BBC celebrated its 100th year, we drove relevance with new audiences and connected to its people.
New moves for a new century.
