Turning Ubisoft into a jobseekers’ main choice in China
tl;dr
- Ubisoft’s image was suffering from recent technical issues with their games, affecting negatively its ability to attract talents to fill many positions at all level they were hiring for.
- Influence Matters activated a high intensity thought leadership campaign in online media, forums and media channels designed to demonstrate awesome working environment and career opportunities at Ubisoft Shanghai studio.
- Result: 8.5M reach of original article, 266M total reach with reprints, over 100 positive comments are received from media delivered a huge increase in quality applications.
Ubisoft is one of the leading game company in the world and they’re looking to hire many talents to join their China team. However, due to recent high-profile issues with some of their online games, Ubisoft’s reputation pushed jobseekers away from the company’s job openings. Additionally, although Ubisoft had been in China for over 20 years with a studio in Shanghai, it had never really engaged in corporate or employer communications and lacked the thought leading stories to attract quality talents.
Influence Matters was tasked with connecting Ubisoft to potential applicants and introduce the expertise and opportunities at Ubisoft Shanghai, so they would consider a career with the company.
Influence Matters started by mapping out the different profiles, five, that Ubisoft was looking for and identified their information gathering habits, then developed a 6-month storytelling thought leadership campaign leveraging some of the best and most interesting stories of the studio designed to show the interesting opportunities at Ubisoft Shanghai.
Stories about long-time project managers and their progression in their career while working on AAA titles, or introducing the studios world leading technology and expertise in developing animals assets for Ubisoft’s games would be placed in key gaming industry, programming and IT media and social media channels to reach enthusiasts ready for a job change.
We would involve Ubisoft employees, from juniors to C-level executives, including the founder, to share their experience with target jobseekers and pike their interest in working on awesome projects, making Ubisoft one of the most popular company to work with for game developers.
Hundreds of positive comments were generated from articles in specialized media and social media. The campaign articles achieved and estimated reach of 266 million readers with reprints and a total of over 8.5 million of the 15 original article we delivered. The campaign not only successfully drove massive traffic of talents to Ubisoft, but also, the strong employer branding turned Ubisoft into one of the main choices for jobseekers in the gaming industry in China.
In the Press.
On social media.
What results look like
