With ambitious growth plans through an extension of product offerings and geographical reach, Millicom recognised that they needed to build an exceptional management team. To help them realise this they decided to target their graduate recruitment at the world’s most prestigious business schools. Attracting the best talent required a compelling and stand-out campaign that captured the essence of their employer brand.
We researched the behaviours and expectations of the audience and established four key insights which underpinned the programme: challenge, competition and being considered a ‘winner’ was naturally important. Excitement, opportunity and long-term prospects was a key motivator (along with salary).