The Transfer Market campaign tied into a growing trend of people switching jobs temporarily in light of Covid-19 in 2020. The research I developed and executed reiterated this, with almost three quarters of people saying they'd be willing to change industries - unlocking larger talent pools for employers for the longer term.
WIth the backdrop of Covid-19 and its impact on careers, the UK media were particularly interested in this research and content. The campaign achieved over 350 pieces of PR coverage in 2012-2022, was awarded Silver in the PRmoment Awards 2021 and was a finalist for B2B Campaign of the Year in the SABRE EMEA Awards 2021 (B2B Marketing category).
Collaborating closely with the in-house design team, I led the development of almost 40 unique one pagers. Each one detailed the 'transfer' potential of skillsets from one industry to another. With so many assets, a lot of time was spent proofreading and checking the colour codes against each industry. The campaign proved to be a success, with our sales team and clients enjoying the bitesize nature of the content, and how the insights on each downloadable page were backed not only by survey data, but by analysis of 273,000 job ads and over 1 million skills.
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