Fearless, Direct, Cool-headed and Ambitious?

These are the key personality traits that characterise a successful RB employee, according to psychologist Dr Thomas Chamorro-Premuzic, Professor of Business Psychology at UCL. He helped RB (Reckitt Benckiser) define personas in order to underpin a new employer brand campaign targeting student, graduates and early careerists in consumer goods companies. RB was looking for people who would find the culture – fast-paced, total accountability and autonomy from day one – exciting.

RB wanted to recruit Game Changers.

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The challenge

RB had for the first 10 years of its life positioned the corporate business as ‘The Power Behind the Powerbrands’, putting its iconic brand portfolio, Durex, Dettol, Nurofen and Clearasil, Vanish & Lemsip at the heart of its investment. But to sustain a fast-growing and acquisitive global business, the need to attract and retain the right kind of people, soon became clear.

RB has much to offer ambitious, enthusiastic self-starters. Ones who love to outperform in everything they do. So RB made the decision that the spirit of endeavour and the personality traits that drive game changing behaviours was the key to attracting the right recruits.

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The answer

But how do you build a creative campaign that leverages the significance of extreme personality traits without presenting RB as a harsh employer to work for with superhuman barriers to entry?  

We made RB’s own people the heroes to demonstrate their personal Game Changer stories, where ownership, daring to do things differently and a willingness to jump in head first, is how they made real impact and got amazing results – however messy it looked!

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Global roll out

The campaign was designed to be used across 12 of RB’s key territories – US, UK, Italy, France, Spain, Germany, Poland, Russia, China, Brazil, India & Pakistan. We designed communications, recruitment ads and social templates and provided digital guidelines including tone of voice for in-house writers.

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Client

RB (Reckitt Benckiser)

Project

Employer brand campaign 'Game Changers wanted'

Sectors

Consumer goods

Disciplines

Advertising
Brand Strategy
Branding
Communications
Digital
Events
Internal comms
Marketing
Naming
Photography
Print
Social Media
Strategy

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