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YBS Apprentices 1 - Recruitment marketing

Yorkshire Building Society Apprenticeships

Yorkshire Building Society Apprenticeships

450+ applications

Talent Attraction

The challenge

YBS approached us to help raise the profile of its apprenticeship programme. In its target demographic, the company was mainly perceived as a recruiter of branch positions, with a lack of awareness of the broader roles available, such as marketing and IT.

YBS had traditionally recruited through apprenticeship careers fairs around the head office areas of Bradford and Leeds, relying on word of mouth to build awareness. We were tasked with creating a fresh approach, expanding reach by adding digital elements, and building YBS’s reputation as a destination employer.

Our approach

Building on YBS’s existing employer brand and propositions, we planned and delivered a new suite of creative assets for the apprenticeship programme, including:

  • A new apprenticeships website (hosted on the YBS careers site)
  • A video highlighting the stories of YBS apprentices and the benefits of joining
  • A suite of images featuring YBS apprentices for use in marketing materials
  • Pop-up event stands and leaflets for careers fairs

As well as this new suite of content and marketing tools, we also planned and executed a media strategy that included a Google Ads campaign, social posts and partnership with NotGoingtoUni to drive recruitment.

The results

In a very short timescale of one month from budget approval to launch, we devised and created all of the assets, which went live on the website in time for the attraction campaign.

Within a brief window of May to July, we achieved:

  • 450+ completed applications
  • 150 telephone interviews booked
  • 72 invited to assessment centres
  • All 19 apprenticeship places filled

“Creed helped us to provide a higher calibre of talent throughout our assessment process and an uplift in applications made. This has led to higher engagement from our internal hiring managers and a better candidate experience, with all roles successfully filled for October’s intake!”

– Talent Resourcing Manager, YBS