Pride Pass: Manpower Group
The Situation:
In a cluttered and undifferentiated Asian market, we needed to position our client as a modern, progressive recruiter that stops at nothing to find homes for the world’s best talent. Brief: In 47 of 48 Asian countries, same-sex relationships are still illegal. This means many of the world’s best LGBTQI talent don’t consider Asia as a place of employment. Objectives: Create a simple and impactful campaign that can grow organically with minimum media spend and maximum impact. Help Manpower own a modern and unique positioning in a global market.
The Strategy
The importance of a diverse talent pool has been a hot topic of conversation in many Asian business hubs over the last few years. It had entered politics. And was widely discussed. This meant the time was right to not only weigh into the conversation but offer a solution around to the many slow-moving and largely apathetic government policies. Our target audience was not just members of the LGBTQI community across the world but also organisations that had no real way of promoting their existing inclusive hiring policies. We made it simple and seamless for organisations to get involved. A simple hashtag aggregated all jobs so that members of the LGBTQI community could find work.
The Execution:
The platform launched in July 2020, right after the end of Pride Month in June, and was supported by coms across social platforms like Instagram, Facebook, and LinkedIn across Asia.
The Result:
During the last 7 months over four hundred jobs have been posted on the Pride Pass platform. In countries all across Asia including Singapore, Thailand, Vietnam, Indonesia, Philippines, and China. As the platform continues to grow organically, more and more companies are contacting us to be included. We have heard from over fifty companies within the last fifty-two weeks.
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Bronze Spike (Consumer Services & Business to Business)
