Muse Creative Awards | International Advertising Awards

United Kingdom

2018

Value

Entrant Company

Wiser

Category

VIDEO

Client Name

Fidelity

Sub-Category

Corporate

Wiser was asked to partner with Fidelity in 2017 to build a strong, unified Early Careers brand, increase diversity in Investment roles, and increase exposure for functional roles. Prior to the rebrand, Fidelity had found its career website to be information-heavy and lacking direction for future applicants, which resulted in a high drop off rate and very little time being spent on the site. Fidelity needed a new Early Careers brand that kept prospective candidates engaged and could be rolled out globally. Working closely with Fidelity's Early Careers team, we interviewed current graduates, apprentices and hiring managers to understand what Early Talent thought of Fidelity and what they would like to see when applying to a job. Early Talent recognised Fidelity's position as a global leader in asset management but that it is was the firm's approach in particular that sets the it apart - the culture, values and work/life balance are unique amongst other companies in the financial services industry. Stemming from being privately-owned and family run, its ability to make long term decisions and have a culture in which everyone feels connected informed the proposition - Create Value - which guided the design process for both the website and video content. We designed and built a unique Early Careers website and a library of still images that showed off Fidelity's presence in central London and rural Kent. For the Early Careers video, we took a cinematic approach, to reflect the legacy and heritage of the firm. We followed several Fidelity employees and the stories of three customers, showing how value is created within the business. Following the launch of the new Early Careers brand, Fidelity received 19,300 applications for 48 positions and the video was viewed 95,000 times. The project was met with positive acclaim from Fidelity's global operating committee and Wiser went on to interview global CEO Brian Conroy to add to a successful rebrand.

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