• Conor Cotton

Your early careers guide to Creative Assets

We talk about the use of creative assets with our clients a lot. It wasn’t until recently that we realised that there is little information out there specifically for early careers professionals about what creative assets consist of or what benefits they hold when it comes to supporting your early careers talent attraction.

As always, you can rely on the NGTU Group Team to provide you with clarity, training and guidance on this topic. Keep reading to find out more…

What are creative assets?

Creative assets are any media files you use for your campaigns on any channel. They include images, videos, gifs, rich media, 360º photography, product simulations, virtual reality (VR) files, brand documents and more.

When we are discussing these in relation to the Early Careers industry, these assets should meet one or more of the following goals:

  • Showcasing your company culture

  • Providing advice on how to navigate your application process

  • Sharing relevant information from your current apprenticeship cohorts

  • Outlining the benefits of working for your company

  • Building the reputation of your employer brand

Every channel (i.e. Instagram, Twitter, LinkedIn, TikTok, Snapchat, YouTube... The list is endless!) have different specifications in terms of the dimension, size and overall criteria of the media you can utilise. There is not a “one size fits all” which means that companies will need to resize their media based on the channel they wish to post to.

How can they be utilised to support your early careers talent attraction?

Paid campaigns: You can utilise your creative assets to create ad campaigns. This is when you pay that specific channel to promote your asset to the right audience. This can be targeted by age, location, interests etc to ensure your assets are being seen by the right audience in line with your application targets.

For example, we can promote STEM roles specifically to females if this aligns with your diversity vision. You can read case studies of previous campaigns we have run for clients here.

Organic postings: You can also share your creative assets as an organic post. This means you post it to the channel, but don’t pay the channel to promote it to a specific audience. You can still get good organic reach if you have a following of the “right people” who match your target audience for your apprenticeship opportunities. Of course, this relies on you having either a strong employer reputation online and/or pre-established relationships with schools and colleges for them to share your posts.

Email outreach: As well as our database of students on the NGTU platform, we have a specific schools outreach offering which allows us access to a database of engaged education professionals. We can reach out to them via email on your behalf to help you generate more organic views of your opportunities. This would form part of a recruitment support package.

Influencer marketing: You can also utilise influencer marketing to help you get your creative assets in front of your desired audience. Influencers now dictate what young people wear, eat and do... So why aren't employers using influencers to influence recruitment decisions too? Our Inspire Influence Agency can help you to find the right influencers who align with your culture, brand and vision to share your posts and increase impressions.

Where should you begin to create a bank of assets?

Our recommended lists of assets you should have are:

  • An image in each size for each channel that showcases the entry level roles in your business

  • An image in each size for each channel that showcases the story of apprentices/school leavers already working within your business

  • An image in each size for each channel that outlines each step of your recruitment and selection process

  • An image in each size for each channel that showcases your company values

  • A video to showcase your early careers offer (you can see an example of the video we created for the RAF here)

Once you have this, you’re in a great position to start sharing positive, engaging creative assets. The next step after this would be to consider looking at podcasts and/or a video series. You can read more about how we can support the creation of your assets here.

If you have questions, we are here to help. Get in touch with the team to discuss your campaign goals.

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