Westinghouse Rail Systems are part of the global Invensys Rail Group, a world leader in signalling and integrated control systems. We've been working with them since 2003 - including a major brand refresh. The grads campaign is just one way we've helped them achieve specific objectives while enhancing the new brand.
Thanks to the success of the re-brand, Westinghouse is growing and needs an ongoing graduate recruitment drive. Talking to grads is tricky at the best of times, but how do you attract the best young brains in the country to such an unheard of and 'unsexy' industry?
Answer: make it more relevant and appealing. We built a whole new website to replace the old one, using just the right tone of voice whilst highlighting the rewards of working in such a cutting-edge industry. Then we got the social network ball rolling with Facebook quickly spreading the word. The result was a change in perceptions - 'signalling solutions and integrated control systems' were suddenly cool.
They received four times more applications in the first month than in the whole of the previous 12. What's more, the Facebook page continues to drive the graduate programme which in turn continues to be the main source of new recruits. And by poaching the best people, Westinghouse can also poach the best business.