How we approached the campaign:
- Diageo's well known brands didn't translate into employer brand recognition
- As a drinks company, they faced perception barriers with some talent groups
- They were seeing an increasing volume of applications that did not convert and were up against intense competition for female talent, especially against fashion & beauty brands
The impact:
- Diageo set out to attract more women to apply for commerical roles. Through the Bright Network partnership, 68% of Diageo's hires were female
- Conversion was also increased, without an unwanted rise in volume. Bright Network members were 5.6x more likely to convert to hires than non members
- Diageo's employer brand was boosted amongst hard-to-reach students, with 14% hires coming from a Black heritage background and 28% from an ethnic minority background.
24%
of applications were from Bright Network members
58%
of hires were Bright Network members
5.6x
Bright Network members more likely to convert to hires than non members
68%
of hires were female
28%
hires were from minority ethnic backgrounds
14%
of hires were of Black heritage background
“Our partnership with Bright Network has been truly transformative for our graduate hiring strategy. Their innovative platform and deep understanding of the early careers market have enabled us to attract and recruit a more diverse pool of exceptional candidates. We’ve seen a tangible increase in the breadth of backgrounds, perspectives, and skills within our graduate intake.
What sets Bright Network apart is their truly collaborative approach and they take the time to understand our goals, share valuable insights, and work side-by-side with our team to deliver outstanding results.
We love working with Bright Network and can’t wait to partner again in the coming year, with a focus on exciting new initiatives that will further strengthen our graduate hiring and diversity goals.”
Cassi Henderson
Europe Early Careers Manager
