The UK has long-battled with the really low number of women in science, technology, engineering and maths (STEM) roles. According to the most recent report (2019 Workforce Statistics), women form only 16.4% of the total ICT professionals. Without relatable role models, there continues to be a shortfall of female applicants, especially in the early careers space.
Despite their emergence as one of the top 5 technology leaders in the world, Fujitsu has faced competition from other brands which have more technology products available for the average consumer. Young people are likely to gravitate towards household technology names and therefore brand awareness amongst Generation Z is absolutely crucial for Fujitsu.
In-depth conversations with the Fujitsu Early Careers team shed light on some of their existing pain points and obstacles. The team at Springpod subsequently proposed a two-prong approach that had previously shown positive results - highlighting the Fujitsu brand as a technology leader in a more engaging way and featuring stories of school-leavers who have successfully built their careers within Fujitsu.
The first part of the two-pronged approach was to enable the Fujitsu team to benefit from the existing network of students on Springpod. Setting up a dedicated company profile on the platform and app put the Fujitsu brand in front of 50,000 students already active on Springpod. Adding relatable company ambassadors offered students the opportunity to interact with real role models and ask questions about their next steps into the world of technology.
The second part of the approach involved complementing the Fujitsu profile with a special episode on Springpod’s Classroom to Boardroom series - which was UK’s first apprentice-focussed chat show, featuring young professionals who have been through the journey themselves. The Fujitsu episode highlighted the stories from Cinderella and Ben - two higher-technology apprentices, who spoke about the diversity and inclusivity at the organisation and helped viewers understand how to reach the first run on a successful career in technology.
As part of this pilot project, the Springpod marketing team also proactively used the on-demand replays of the episode as part of nurturing campaigns to help Fujitsu build a more informed and highly engaged talent pool of Year 12 and Year 13 students. This drove 1040 talent pool members & apprenticeship applications for the 2020 intake.
Chat with our team today and discuss how you can maximise your organisation’s potential with Springpod.
