Client: IHG

The multinational hospitality company InterContinental Hotels Group (IHG) needed to address a workforce shortage by enticing both new and experienced talent back into the industry. To achieve this, 33Seconds was tasked with activating a powerful employer brand campaign, communicating IHG’s values of belonging, growth and making a difference.

Our objectives were to: raise awareness of careers in hospitality, elevate IHG’s employee value proposition (EVP) and drive job applications.

Colleague experiences were at the heart of our campaign strategy - personal career stories conveyed in an engaging, authentic way. We featured colleagues from a variety of positions, locations and backgrounds and built content strands inspired by social media trends and engaging content formats. We also ensured content related back to IHG’s EVP by developing case studies to showcase its three key pillars: Room to Grow, Room to Belong and Room to Make a Difference.

It was important to the success of the campaign that video formats were repeatable and recognisable - encouraging audiences to follow and engage with the content.

The results speak for themselves - social has become the second largest source of traffic and applications, with an increase of 30%+ YoY.

Nominated for Best Use of Social at the RAD Awards

“Our efforts here at IHG, in partnership with our agency, 33Seconds, have allowed us to create, curate and explore something completely new, with awesome results; allowing us to use both a mirror and a magnifying glass, reflecting our own culture, values and love of hospitality, whilst amplifying our colleagues' voices, our beautiful properties on new channels and platforms, all to entice new talent back into one of the best industries around.”​

Eunice Clements-Tweedie, VP of Global Talent Acquisition, IHG.