They also wanted to engage with their target audience earlier and in a more memorable way and to increase the number of students who registered their interest and requested a digital brochure.
Characterised by boring pull-up banner stands, thick brochures and throwaway giveaways – the ‘traditional’ careers fair stand neither reflected CGI’s vibrant culture, nor resonated with a generation raised in the digital age. We wanted to take a risk and do things differently. True innovations disrupt the status quo and re-draw the competitive battle lines – and with the CGI Alpha Geek concept we were hoping not just to attract a new wave of talent to work for CGI, but to change people’s expectations of what a careers fair stand can and should be.
The game was designed to encourage those around to collaborate. An inter-university score board updated on facebook encouraged competitors to keep in contact with CGI.
- Increase of 170% in number of people who register their interest in CGI at careers fairs (compared to last year)
- Over 60% of registrants were graduating from 2015 onwards (compared to 40% last year)
- Increase awareness of and interest in Industrial Placement opportunities – 65% of registrants were interested in Industrial Placement opportunities (compared to 40% last year)
- Increase the proportion of those who requested a digital brochure – 96% of registrants (compared to [20%] last year)
What they say
“For a predominantly B2B organisation it can be very hard to capture students’ attention at a careers fair with no consumer product or well-known brand to catch their eye. We needed something that pulled in the crowds and Graduate Promotions really achieved that for us!
This initiative has gone down exceptionally well across all of our target schools and universities, and even in our own offices, where we’ve held inter-office tournaments! The response, especially from students who wouldn’t usually be proactive in engaging in passing conversation (an all-important group for us), has been tremendous, and it has really helped us to stand out against our competition for top technical students.
The AlphaGeek sub-brand and “Crack the Code” game have totally changed the way CGI interacts on campus. Strategically, its simplicity and scalability is also very exciting.”