With the launch of their smash hit title Candy Crush in 2012, King was suddenly transformed into a major player in the industry. The need for an employer brand arose – one that would attract the best talent, and engage and retain an existing workforce.
After months of research, we delivered an EVP that captured the essence of what King was really about. Summed up in the words of Riccardo Zacconi, CEO and Founder, King is: “a serious business that’s not afraid to have fun”. In ours: Seriously Playful. The refreshed look, sound & feel of King careers became more than just an employer brand. It became an ethos for the way people behave, act and live at King.
To introduce the refreshed employer brand to our audience, we created an eye-catching set of external print advertising to boost attraction…
For King’s diverse student programme, the name ‘King Campus’ was coined, with a website and the campaign ‘It all happens in the real world’ to support it.
King experienced a 40% increase in overall recruitment brand engagement. But most importantly, ‘Seriously Playful’ has become ingrained in King’s culture.
King needed an internal campaign to boost the quality of referrals. We came up with a successful ‘Everybody knows somebody’ campaign (54 new hires), encouraging employees to actively seek out talent not just amongst their friends, but even their sister’s gardener’s ex-colleague. This not only boosted the quality of candidates referred, but it did it without a cash incentive, representing a saving for King of €540,000 in just four months.
Having grown from 300 people to 1,500 in two years, King needed a careers site that reflected their business, opportunities, culture and the employer brand as a whole. With the refreshed website, we engaged with users on new levels.