COSSETTE
X GEN Z
/ Strategy
/ Ad campaign
/ Layout
/ Video
Client
Jean Hugo Filion, Senior VP, Business at Cossette Montreal presented this project to my design class in the context of choosing one campaign to implement as part of Cossette's recruitment marketing tactics.
Problem
Agencies are struggling to attract Gen Zs to apply for jobs.
Mandate
Create a campaign with 3 posters (triptych) and 2 social media ads, to motivate young talents to apply to Cossette.
Solution
My campaign featured Gen Z employees speaking about why they love working at Cossette. Details below.
COSSETTE X GEN Z
/ Strategy
/ Ad campaign
/ Layout
/ Video
Client
Jean Hugo Filion, Senior VP, Business at Cossette Montreal presented this project to my design class in the context of choosing one campaign to implement as part of Cossette's recruitment marketing tactics.
Problem
Creative agencies are struggling to attract Gen Zs to apply for jobs.
Mandate
Create a campaign with 3 posters (triptych) and 2 social media ads, to motivate young talents to apply at Cossette.
Solution
My campaign featured Gen Z employees in different roles speaking about why they love working at Cossette. Details below.
Cossette provided a brand guide with logos, typography, colors, and messaging.
After researching the topic, I found the following two insights and concluded that the best strategy was to create a campaign featuring Cossette's Gen Z employees in different roles speaking about why they love working there.
1. Gen Z crowdsources their decisions by reading online reviews.1 82% trust their friends and family over any other source.2 They don't appreciate a hard-sell from companies.1
2. Referrals are the #1 preference for job hunting for this generation, with over 60% of them relying on what an employer's current and past employees have to say about working there.3
2. Referrals are the #1 preference for job hunting for this generation, with over 60% of them relying on what an employer's current and past employees have to say about working there.3
After researching the topic, I found the following two insights and concluded that the best strategy was to create a campaign featuring Cossette's Gen Z employees in different roles speaking about why they love working there.
1. Gen Z crowdsources their decisions by reading online reviews.1 82% trust their friends and family over any other source.2 They don't appreciate a hard-sell from companies.1
2. Referrals are the #1 preference for job hunting for this generation, with over 60% of them relying on what an employer's current and past employees have to say about working there.3
2. Referrals are the #1 preference for job hunting for this generation, with over 60% of them relying on what an employer's current and past employees have to say about working there.3
The rationale for my first poster is that Gen Z wants to work for a truthful company that will provide a work-life balance, flexibility, and support.4 The copy for the testimonial was based on the messaging provided by Cossette.
The rationale for the next poster is that the number 1 reason why Gen Z quits a job is a lack of challenge, advancement opportunity, and sense of purpose at work.4 The copy was based on the messaging provided.
The rationale for the final poster is that this is a generation of social activists, of which 68% expect brands to have a positive, authentic impact on society.4 The copy was based on the messaging provided by Cossette.
Being yourself has never rung as true as it does for this generation. Gen Z values authentic individual expression, diversity, and equality.1 This inspired the videos I scripted, directed, and edited for social media.
Additional Initiatives
to Take
1. Revamp the Career PageAdd reviews fromGen Zers who work at Cossette and mention workplace perks like Campus Cossette.
2. Refocus Job PostingsFocus the “What You Stand to Gain” section on what matters to Gen Z. For example, explain the social stances that Cossette takes.
3. Highlight the Culture
Link a video to each job posting explaining the key points of the culture, accompanied by reasons why Gen Zers who work there, love it.
2. Refocus Job Postings
Focus the “What You Stand to Gain” section on what matters to Gen Z. For example, explain the social stances that Cossette takes.
Link a video to each job posting explaining the key points of the culture, accompanied by reasons why Gen Zers who work there, love it.