Introduction

Novuna partnered with Gaia to refresh its graduate recruitment strategy and better connect with today’s digital-savvy graduates. By using Gaia’s “vertical video” service, Novuna moved away from a traditional campaign approach to one that resonated more deeply with young talent.  

The results were impressive: all 12 graduate roles were filled within the campaign timeframe, and Novuna saved £2,600 in production costs, demonstrating the effectiveness and efficiency of the campaign.  

The challenges

Novuna’s 2022 graduate recruitment efforts highlighted some key challenges.  

The campaign, which primarily relied on static stock images, faced the following hurdles:

1. Static visual content: Stock images struggled to capture the attention of graduates used to fast-paced, interactive media and limited engagement.

2. Lack of relatability: Graduates increasingly seek out authentic content that reflects a company’s culture and values, and the 2022 campaign’s reliance on generic visuals did not fully convey Novuna’s unique brand identity.

3. Budget sensitivities: Novuna needed a cost-effective solution that could still deliver high-quality, engaging content without overshooting their budget.

4. Mobile-first content needs: The target audience spends much of their time on platforms like TikTok and Instagram, requiring content that fits naturally into a mobile, vertical format.  

The innovative approach

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To address Novuna’s needs, Gaia introduced a “vertical video” strategy tailored for mobile platforms, ideal for engaging graduates on the go.

Starting with a collaborative consultation, Gaia gained insight into Novuna’s goals and values, allowing them to craft a campaign that highlighted workplace flexibility, support, and growth. Using the latest iPhone and professional mics, Gaia captured high-quality, relatable and authentic content on-site, minimising disruption for Novuna’s team.

With a focus on genuine, unscripted videos, Gaia’s approach resonated with graduates, helping Novuna connect authentically with their target audience.

Solution: A multi-tiered campaign approach

Gaia’s strategy for Novuna’s 2024 graduate campaign focused on blending cost-effective production, relatable content, and a structured ad rollout to achieve maximum impact.

By leveraging its in-house production team, Gaia produced high-quality, mobile-friendly videos, saving Novuna £2,600 compared to outsourcing. This budget-friendly approach kept costs low without compromising quality.

The campaign was structured into three progressive stages: awareness, interest, and application. This staged approach allowed graduates to engage with Novuna’s brand gradually, building familiarity and interest with each phase.

A targeted ad spend further amplified the campaign’s reach. Gaia began with a pre-campaign investment of £1,700 and £690 on initial ads, followed by eight role-specific videos and £5,520 in targeted ads for the main campaign. This total £18,700 investment was carefully allocated to reach qualified candidates and maximise visibility.

The impact  

Gaia’s targeted, mobile-optimised approach to video content allowed Novuna to achieve exceptional results:

• Full candidate placement: All 12 graduate positions were successfully filled, reflecting a clear alignment between campaign strategy and audience expectations.

• Significant cost savings: Novuna saved £2,600 by using Gaia’s in-house production rather than external resources, allowing the company to focus its budget on targeted advertising and campaign reach.

• Enhanced brand perception: The combination of authentic, mobile-optimised videos and a staged rollout strategy significantly enhanced Novuna’s appeal to a young audience, establishing them as an attractive employer for graduates.

Conclusion

The partnership between Novuna and Gaia marked a significant step forward in graduate recruitment, setting a new standard for engaging young professionals. Shifting from stock images to authentic “vertical video” content allowed Novuna to connect with today’s graduates in a genuine, relatable way. This innovative approach not only attracted top talent but also firmly positioned Novuna as a forward-thinking employer, setting a new benchmark in graduate recruitment that promises sustained success.

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