thumbnail_Ricardo_Neves.jpg

Ricardo_Neves.jpg

**They are open to innovative solutions, creative and eager to transform the world. Entrepreneurial and straightforward, they seek challenges at work. Technology and the Internet accompany them in almost every aspect of their lives, and digital media are their natural environment.**

Generation Z, as they are referred to, today represents a significant percentage of those entering the logistic sector and embarking on their careers. How do we recruit the creme de la creme of all talents from that group, in sectors such as tech, IT, logistics and production? The campaign we developed for [Amazon](https://www.rhapsodymedia.com/es/our-work/amazon) is a case in point when it comes to such practices.

### Recruitment of young talent starts with understanding their needs and expectations
Big corporate brands are confronted with quite a challenge today. Young people crave more than a good salary and social security. They want work that is meaningful, gives them the opportunity for building new competencies and personal growth while allowing them to implement their own ideas. A creative, imaginative environment that is open to change and understands the needs of ‘generation Z’ is what draws employees to today’s brands. And this is the kind of environment brands need to create if they are determined to continuously recruit young people.

Yet, changes within an organisation must be followed by specific promotional activities that build brand awareness on the outside, attract new employees and show the positive image of the business in question. Actively recruiting young talent and constantly pursuing an engaging employer branding policy is an imperative these days. In such a dynamic business environment, where the employee increasingly determines the terms and conditions and crises shake the market one after the other, brands need to constantly take care of the inflow of new employees. Especially if they operate in an international environment and as a result, young people often perceive them in a stereotypical way.

A well-thought-out, creative advertising concept that speaks the language of the young on the one hand and shows the brand in a new but not oversaturated light on the other is a good jumping-off point to start a dialogue with a potential employee. With an engaging employer branding campaign, a brand can significantly reduce employee turnover, attract specialists from new areas and show that it is a place where a young person’s talent will fully blossom.

### Employer branding campaign based on the Amazon case study
How to increase employee retention and improve brand’s image
Brands operating within the fields of manufacturing, logistics, retail and IT are often viewed by young people in a certain stereotypical, fixed way. Working in such places seems to them repetitive, automatic and lacking the option to create one’s own future. However, this may not be what young people imagine. The industries referred to above are a dynamic and changing environment, in which you need to take numerous creative initiatives and strategic decisions, have highly developed interpersonal skills and be focused on continuous growth (especially if you are just starting your career or applying for a position related to human resources management).

## So how do you approach the promotion of such brands to avoid stereotypical thinking and offer a fresh, inclusive message? 

It’s worth starting from scratch – that is, by getting to know the brand, its internal culture and the very position for which the recruitment is being held. Only then are we able to offer a message that will draw attention to the most compelling aspects of the job and reframe the stereotypical perception of the brand.

In the case of the campaign run for Amazon, the Rhapsody team spent multiple hours on trying to understand the real needs and expectations of the target audience and to grasp the true nature of the work being promoted. In developing an engaging creative concept that presented the brand in a fresh light, we were supported primarily by: 
- an analysis of the brand’s previous promotional activities;
- in-depth interviews with the client;
- market research of the brand’s business environment;
- interviews with Amazon employees;
- strategy workshops on the target group.

![ISNh9k94.png](https://rhapsody.ams3.digitaloceanspaces.com/35449c72221bcafeb6c5535ab1497b9b.png)

![video](https://youtube.com/shorts/IDIi2pTHwck?feature=shared)

## Expand your talent pool and bring new audience thanks to new visual language
In the course of their work, the Rhapsody team reached two conclusions. 
- Firstly, the brand should communicate in a more aspirational, engaging way – showcasing the dynamic nature of the workplace and the full range of opportunities that a career with Amazon offers.
- Secondly, it needed a new language for communication – both visual and verbal – that would speak to young people in a more straightforward and digestible way.

## The main challenge ahead of the creative team was to balance the messages
For one thing, they could not duplicate previous communication; they had to be more distinctive and engaging.  For another, they could not stray too far from the brand’s DNA. Amazon had to remain Amazon. 

The first concept presented was based on photographs of potential employees depicted in a style resembling space missions or S-F films. The futuristically lit characters were accompanied by aspirational and encouraging copywriting. The overall message was close to trendy brands at the cusp of fashion, film and new technology. The message was intended to convince the viewer of the brand’s strength, opportunities for growth and the unconventional challenges they will face whilst working at Amazon.

The second concept presented also reached beyond the traditional understanding of the brand, but with communication objectives achieved in an entirely different way. The main carrier of the concept was a vivid, strongly futuristic illustration showing employees in the course of their daily duties. Supporting the concept with an intriguing copy referring to the employee’s future career and a universal message were decisive factors in choosing this concept and translating it into individual advertising media – banners, social media posts, posters and recruitment flyers.

## Save time and reduce costs with a universal and inspiring concept
Since the campaign needed to encompass four separate roles – interns, pathways, graduates and apprenticeships – we based it around various relatable scenarios that gave a clear idea of the roles available to candidates. A set of illustrations styled as The Wired magazine or a futuristic animated series, suggested by artist Dan Matutina, did a brilliant job. 

- The illustrations were attention-grabbing and revamped the brand’s image.
- They made it clear that Amazon understands young people, shares their way of viewing the world, and is a cutting edge and trend-setting company.
- With their engaging nature, they simultaneously introduced cost savings and maximised its reach – a photo shoot would have been more costly and time-consuming for the client.
- They proved so versatile that they could easily be converted into a variety of advertising formats (including animation) and easily presented in a range of languages. 

[Read the interview with the illustrator behind the Amazon artwork here](/blog/the-power-of-creative-illustration).

![bjLpUhvI.png](https://rhapsody.ams3.digitaloceanspaces.com/3ef1654f773fccfeeee1a0b42c6c139c.png)

Ultimately, the messages were translated into 9 different languages and the campaign targeted young people in Germany, Spain, UK, France, Italy, Luxembourg and CEE countries. 

## A successful employer branding campaign needs both: engaging content and sincere communication

Every recruitment campaign differs and is governed by its own rules. Despite the numerous similarities between brands involved in manufacturing, logistics or operating in the retail sector, it would be a misconception to bring all employer branding activities in this area to one single denominator (see the paragraph above where we write about a thorough understanding of brand culture). 

Irrespective of the brand’s specificity and the challenges of the recruitment sector, one thing is common: the young audience. It is their attention that the recruiter is seeking. They must be convinced and attracted to the company. While each time they expect an engaging and compelling message that will show them what they will be up against whilst working there, we must bear one thing in mind. Sincerity and directness of the message is something that young people across all latitudes cherish. Every brand should be mindful of this when trying to empathise with the language young people communicate with. 

Employer Branding – creative ideas to generate a more diverse talent pool

## A date that brings us closer to achieving equality in the digital world

**In today’s digital era, accessibility is more important than ever. The Internet’s web spans the entire planet and being online is not only a pleasure but also a necessity for many. The virtual world is where we shop, meet friends and family, work, learn and play. At the same time, about 1 billion people have permanent or temporary disabilities. Can they use technology in the same way as non-disabled people? The answer is: yes, if we provide for it.**

Although the right technology solutions are already available, according to the 2022 WebAIM report, almost every website has some form of accessibility problem. The report indicates that users with disabilities can expect to encounter errors with one of every 19 homepage elements they engage with. Typical accessibility issues include low-contrast text, missing alternative text for images, empty links, a lack of form input labels, empty buttons and pages not having a defined language. It’s clear that there is a gap between the website owners’ and developers’ knowledge of accessibility and the need for accessibility in a digital world.

That’s why raising awareness about accessibility is so important. In that respect, Global Accessibility Awareness Day (GAAD) is one of the most important initiatives.

## What is Global Accessibility Awareness Day (GAAD)?
Global Accessibility Awareness Day (GAAD) is an annual event aimed at raising awareness and educating the world about the importance of digital accessibility for people with disabilities and impairments. On this day, events are held in nearly 50 countries worldwide – both offline and online – organised by governmental and academic institutions, disability rights organisations, as well as software and marketing companies. There are also plenty of grassroots initiatives organised by individuals who want to help raise awareness among local communities about the barriers people with disabilities face when using apps and websites. Participants in GAAD events have the opportunity to exchange experiences on accessibility, deepen their knowledge of the subject, talk to experts and meet other people who also want to make digital resources equally accessible to everyone. This year’s Global Awareness Accessibility Day is coming soon, so now’s the time to start researching which events you might want to attend.

## When is Global Accessibility Awareness Day held?
GAAD takes place on the third Thursday of May. In 2023, the 12th edition was held on the 18th May. If you want to participate, visit the [Global Awareness Accessibility Day website](https://accessibility.day/) to see what events will be happening in your area or online. Also, if you are organising an event, you can spread the word by listing it on the GAAD site.

## Who is GAAD for?
GAAD events are open to anyone interested in digital accessibility and the best practices in programming and design, including:

- programmers and designers of digital products;
- website owners, especially businesses;
- marketing and creative businesses;
- activists who want to create a better world where equal access to products and services is the standard;
- educators who want to raise awareness about accessibility among youth and adults;
- members of the disability community;
- members of innovation communities.

Global Accessibility Awareness Day events are an opportunity for companies to learn how making their websites or apps accessible can improve the customer experience and enhance brand image. In addition, website owners can also familiarise themselves with current legislation on digital product accessibility and the legal consequences of failing to implement it.

Meanwhile, developers and designers can learn about current [accessibility standards for website](https://www.rhapsodymedia.com/es/blog/accessibility-in-web-design) and application design, as well as the latest IT solutions in this field. In addition, local GAAD events often demonstrate how people with disabilities use the web and digital products with assistive technologies: this helps developers take into account the needs of specific disabilities.

For companies in the creative industry such as Rhapsody, GAAD provides an opportunity to share their experience in developing digital products adapted for people with disabilities.

## The history of Global Accessibility Awareness Day
Global Accessibility Awareness Day began with a blog post written by web developer Joe Devon in 2011. In the post, Devon pointed out the need for more discussions on digital accessibility and the importance of raising awareness among developers and website owners. Devon’s text caught the attention of accessibility professional Jennison Asuncion and their collaboration resulted in the first Global Accessibility Awareness Day in 2012. 

Since then, the event has gained momentum from one edition to the next. The event was initially only celebrated in the United States, but it quickly gained popularity worldwide. Now, GAAD is celebrated in over 50 countries and has become one of the most important events in the digital accessibility calendar. Throughout the years, the event’s mission has remained the same: to encourage everyone to talk, think and learn about digital accessibility and inclusion.

## Examples of successful GAAD initiatives
Global Accessibility Awareness Day has inspired many successful initiatives worldwide. Here are some examples:

- **The 3 GAAD Challenges** event organised by ADCET in Australia encourages visitors to experience the barriers that people with movement, hearing and seeing impairments may face when using a website.
- **The University of Washington** organises free presentations and workshops on various accessibility topics, including training on web accessibility testing tools, writing good alt text for images and creating accessible charts and tables in Word and PDF. It also holds a half-day workshop on how to use screen readers to check website accessibility.
- **Inclusive Design Challenge**: Career Advancement is an initiative organised by MaRS Discovery District in Canada. The Inclusive Design Challenge seeks solutions that improve career advancement for persons with disabilities. Priority areas identified by the disability community include attitudinal bias, support networks, workplace disclosure and structure.
- **The Accessible Educator Series** is organised by the University of Birmingham. The event allows academic colleagues to discuss and share their approaches, difficulties and solutions for digital accessibility, and to engage with development opportunities to improve their accessible practice.
- **Spotlight Accessibility** is an online event encouraging participants to share accessibility features they like the most from any products, services, digital platforms (be it web or mobile) or gaming environment.
- **Make your Module Accessible** is organised by The Centre for Technology & Innovation in Learning at the University of Dundee. This is a series of sessions to help academic staff ensure their online content is accessible for all students when they’re creating new content for the next academic year.

## How individuals can get involved with GAAD
If you feel inspired to raise awareness about the importance of digital accessibility or you want to make the lives of people with impairments easier, here are some examples of how you can do this:

- **Attend GAAD events**, which are held all around the world. Taking part in the events is a great way to learn about accessibility and meet other people who care about digital inclusion. If you want to find out more, you can find additional information and resources on the GAAD website.
- **Sharing information about GAAD** on social media is a great way to raise awareness about digital accessibility. Use the hashtag #GAAD to share information about the event.
- **Donate to the GAAD organisation** to help support it in its mission to raise awareness about digital accessibility issues.
- **Organise your own GAAD event**. This could be a meetup or a workshop focused on digital accessibility.
- **Use GAAD as an opportunity to educate yourself** on digital accessibility and make your website more accessible. Many resources are available online that are centred around accessible web design, such as the Web Content Accessibility Guidelines (WCAG).

## The future of digital accessibility
There’s no doubt that Global Accessibility Awareness Day represents an important initiative when it comes to raising awareness among website owners, users, developers and designers about the importance of accessibility. Thanks to initiatives of this kind, changes are gradually taking place in the approach to digital product design.

With GAAD in mind, here is a summary of a few changes we can expect to see in relation to accessibility:

- Accessibility will become even more important. As we make it easier for people to go online, we also need to make sure our platforms are accessible and inclusive. Besides, pressure from users will force website owners and businesses to take accessibility seriously.
- Greater investments in digital accessibility. Businesses will need to ensure that their products and services are accessible to everyone to strengthen their image and comply with the law. 
- Changes in legislation. We can expect stricter laws requiring websites and apps to be accessible to all users. One example of such a law is the European Accessibility Act: it defines the accessibility requirements for the most common types of digital environments, like websites, applications, computer interfaces etc.
- More tools to support accessibility. There will be more solutions to help people with disabilities access the digital world on the one hand and to help developers and designers create more accessible sites on the other.

In short, to avoid falling behind the competition and having to face undesirable legal consequences, it is wise to make one's website accessible now. By doing so, you will become part of the global change in digital accessibility and an active participant in GAAD.

## We can create an inclusive digital world together
Whether you’re an individual looking to learn more about accessibility or a business looking to improve your digital presence, GAAD is an event you won’t want to miss. It is an opportunity to learn about accessibility and serves as a reminder that accessibility should be a fundamental aspect of all digital products and services. The GAAD’s impact is growing, encouraging individuals and organisations to prioritise accessibility, not just in the physical world but in digital spaces too. By acknowledging the needs of people with disabilities in the design process, we can create a more inclusive world that benefits us all. [Reach out to Rhapsody](https://www.rhapsodymedia.com/es/contact-us) for a consultation on web or app [accessibility](https://www.rhapsodymedia.com/es/technology/accessi-be-partner).

Global Accessibility Awareness Day 2023

**Is your audience not engaging with your content? Have you been hit hard by a budget cut? Or perhaps your team is struggling with lack of time or its workload? If you answered ‘yes’ to these questions, then consider content repurposing – it’s the best solution for creating a more engaging, interactive experience for your audience. You’ll speed up your marketing efforts, creating more cost-effective materials that are in line with consumer expectations.**

Every brand has a story to tell. At Rhapsody, we firmly believe this. The problem is that sometimes, brands get the timing wrong, they don’t convey the message in an interesting way or they miss what is really at its core.  Meanwhile, today’s consumers don’t have time for boring stories. Faced with an overabundance of marketing communications, they will pick out the stories that capture their attention and speak to them in a language they understand: ones that are brief, compelling and relevant. 

Whether we like it or not, we live in an era of ‘tweet’ culture, interactivity and engrossing experiences. Content has to be impactful; the more colourful and eye-catching it is, the better it will perform. That being said, if you want to add momentum to your brand and attract new fans, you’ll have to think about your audience’s expectations including the type of visuals they like and the way content is presented to them.

Right, but where do you get the promotional content you need? A new campaign always entails considerable expenses and time, plus the commitment of a team.

Who said you have to create new content? Make use of what has already been created before. Give content a second life by adapting it to modern media, ‘packaging’ it anew and viewing it from a completely new and engaging perspective.

## What are the benefits of repurposing content?
In marketing, creativity often boils down to generating new ideas and brilliant concepts. However, we’d argue that creativity can also be about reaching for what has already been invented and presenting it in a transformed, enhanced way. By taking old content and creating an immersive, new experience, you’ll not only allow your brand to benefit, but also your team, the consumer and, in a sense, the environment. So, let’s examine the key advantages of this approach for your brand.

- Saving time and money. By using what you already have, you can utilise your resources better, focus on core brand tasks and reduce marketing expenditures – all of which are strategically important in the context of business uncertainty and rising inflation.
- Driving more traffic. By creating more interactive and engaging content, you extend the time your audience spends interacting with the brand, reach new consumers and increase the viral potential of the communication. This all translates into potential new buying opportunities. 
- Standing out from competitors. When combined with an exciting presentation form, interesting content is something that attracts attention and allows you to remind the customer about your brand.
- Being more eco-friendly and sustainable. In the face of the climate crisis, brands must constantly lead by example and set trends. By repurposing content, you show that you are putting the principles of recycling into practice, not generating unnecessary travel and reducing your carbon footprint. This is important for your brand to be credible in the eyes of consumers and evoke positive buzz. 
- Increasing your brand’s online presence and expanding its reach. Multiplying content means greater digital expansion (sometimes on a global scale). New media allows you to target new users, to adapt to their expectations and show that you understand their needs.  Not mentioning the fact that content which is spread across different channels also increases brand presence in search engines (more organic searches). 
- Achieving the full potential of your brand story. A brand often has its own team of graphic designers and copywriters, but if they’re caught up in the flurry of daily duties they may simply fail to see the potential of already prepared content. Approaching the subject from a new angle and seeing the content from a broader perspective (and by a new team), can lead to noticing elements of the message that may have previously gone unnoticed.

## What do you need to start repurposing the content?

**Begin with a strategy**
Let’s start with the baseline, i.e. what goal do you want to achieve by refreshing your content? Do you want to increase sales? Do you want to raise brand awareness or reach a new group of consumers? Perhaps you want to show that for a specific problem or challenge the market is facing (e.g. sustainability) your brand already has a defined action plan?  

**Think about the boundaries that define your brand.**
Deciding to use new tools and standalone channels requires adapting content and giving it a creative overhaul. This will change the way the brand is perceived, but it cannot change the brand’s DNA. Identify the boundaries that cannot be crossed by the creative team working on content recycling. Think about what makes your brand unique and special and share this knowledge with those involved in the process. 

**Take a fresh look at the group you want to reach out to.**
Maybe their habits and the way they consume content have changed since the last time they were exposed to your brand? It could be that the market has changed, that the brand positioning has shifted or even that consumer’s situation has evolved. All these factors can lead to content not being received well. Or maybe it’s worth refining the day and time of publication so that the user interacts more with it. All these elements will have a bearing on the success of your efforts. 

**Determining the content to be repurposed**
Choose content that fits into your strategic objectives and has the best chance of engaging your audience. Perhaps it’s a whitepaper with valuable data that ‘bounced’ off your email base? Or perhaps it’s a longer social media post that was meant to be a hit but turned out to be irrelevant to your community? Anything that is valuable and speaks your brand’s language can be reused.

**It is important to reconsider what makes your content interesting.**
What is so unique about it? What part of it will reach your audience and persuade them to stick with your brand? Maybe the message was previously unreadable or boring? Maybe the way you previously used the content didn’t deliver the message with clarity and didn’t place the emphasis on the benefits to the customer?

**Finish with the right technologies**
Once you have selected the content you want to repurpose and formulated a strategy for it, give some thought to new presentation forms. Maybe your e-book or blog post contained interesting statistics that deserve to be presented in a more appealing way? Maybe it’s worth interweaving large blocks of text with photos or videos that haven’t been used yet? Content can be repurposed in an abundance of ways and it is only the type of project and the creativity of the team working on the content recycling that determines the final result. 

Below you will find 3 specific solutions that we at Rhapsody implemented when working on content recycling for our clients. 

## How to creatively do content repurposing – examples from Rhapsody’s portfolio
**You can refresh your visual identity to create more engaging and interactive content** 
Sometimes content with potential can fall flat if it is presented inadequately. In the case of Burger King, the brand had content-worthy internal materials, but these were unlikely to grab the crowd’s attention.

Rhapsody responded to this client’s needs using UX and UI design to tell the story of the company’s sustainable commitments in an engaging way. We reactivated the existing content and created an interactive digital adventure out of it.

The end result? An engaging “Burger King for Good Charter” landing page, created on Ceros, which communicates the brand’s social and environmental responsibilities. 

![How to repurpose content_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/977004ee89c57c394fa288506c4a628d.png)

Burger King’s new visual identity was key to the design. Rhapsody created a unique navigation system which used the burger as a starting point: familiar, playful and in line with the brand identity, it speaks to customers and creates the connection Burger King was looking for. 

## You can create an interactive story and modularise content
Breaking down previously created content into microcontent is an ideal solution for maximising reusability. This approach paid off for Rob Hamilton, an intrepid traveller who has visited almost 50 countries and who has continued to travel despite having a disease which left him with a partially dead knee. Rhapsody had the pleasure of working with this celebrity on the High Water project.

Using a visual narrative, storytelling, and an interview, we created a whole new experience in the form of a website which tells the story of a tough 3000-mile challenge and an incredible journey that Rob Hamilton undertook. Our priority was to find new and exciting ways to present this story, by breaking down and reassembling previously created materials. 

![How to repurpose content_ Image.png](https://rhapsody.ams3.digitaloceanspaces.com/2ccadf9ff2db593bb648a88ea0bce9ba.png)

## You can take your project to a whole new level with a sophisticated digital experience
While some products have a reputation that speaks for itself, brands still often need to create a need for the product and establish a sense of exclusivity. This was exactly the case of Watches and Wonders.

Rhapsody built a website that puts the focus on YNAP’s offering as the main e-commerce partner of Watches and Wonders. How did we do it? We created a new website by reusing existing content, providing a more sophisticated digital experience across every customer touchpoint.  

The main aim of the site was to act as a digital showcase of new releases by 11 of the world’s most prestigious watchmakers. For that purpose, we created desktop and mobile UX/UI design using Ceros, an interactive platform that allows to create more visual and engaging web content without the need for programming skills. 

By combining exclusive shopping opportunities with integrated editorial content – such as editor recommendations and interviews – customers were given the chance to dive deeper into the world of watches. 

Reimagine your content. Try content repurposing. Use it to drive traffic and interact with your followers. Save time and money. Be more interactive. Our content experts, strategists, and visual artists are here to help you. 

Ricardo Neves