How we approached the campaign:
- Amazon believes in hiring the best possible talent and has a broad spectrum of opportunities from technical to more general area manager roles
- Amazon is committed to diversity and inclusion and bringing in a range of diverse perspectives is critical. This campaign had a particular focus on targeted neurodiverse talent, female talent and those not studying a tech subject
The impact:
- Amazon used targeted emails to reach the specific demographics that Amazon were looking for to fill their roles and promote specific events such as Amazon’s Women of the World event
- Amazon partnered with Bright Network for our Neurodiverse Leaders event, including a keynote session and a prominent brand presence at the event. This event was made up of 61% female, 28% Black heritage, 44% first generation to attend university and 78% identified as disabled
66%
open rate rate on targeted emails
65%
engagement from female talent, 20% more than sector competitors
31%
conversion rate on targeted emails, including to demographics like female STEM students
"We love the online Talent Tracker that allows us to measure our metrics closely and see where changes we are making impact talent attraction; it’s also been very helpful when crafting narrative for entry-level talent conversations internally.
Bonus points for the team being so fantastic to work with – they are genuine experts in field of early careers who they have been real thought partners when it comes to building an inclusive process as we scale - we're really looking forward to continuing to grow our partnership!"
Olivia Harris
Associate Talent Partner, Zopa
