Introduction

When you think about security, you might imagine a well-built man standing at the entrance to a bar or nightclub. Maybe you might think of the type who walk the floors of offices or shopping centres in the middle of the night. Generally, working as a security officer often means working unsociable hours in anti-social environments.

This negative perception of security jobs created a challenge for G4S who were struggling to attract the talent they needed to succeed. This meant creating an attraction strategy that showcased G4S as a company that supports a healthy work-life balance for all of it’s employees.

12,000

Applications received within 2 months of the campaign going live!

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Our Approach and Actions

We were determined to create a campaign for security people that was approachable, friendly and warm. Exactly the characteristics that we needed the new G4S talent to demonstrate. The campaign was centred on the idea of ‘SECURE BETTER’ – a theme that could deliver all our messaging in a simple, memorable way.

We achieved this by creating a family of keyhole characters that was used as a visual metaphor of ‘Security People’. The intention was to attract on personality, not on preconception of what a security officer looks like.

We have used different iterations of our family in the smallest and largest spaces, from static banners to simple animations. They tell a story on their own and are instantly recognisable. And they are totally and utterly inclusive.

The results so far from this campaign have been staggering! After only two months and over 12,000 applications, G4S are delighted with the speed of response, the volume of applicants and the quality of people applying.

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