With over 50 years of heritage, Fujitsu is one of the world’s largest IT services and solutions provider. They have over 150,000 employees worldwide and deliver cutting-edge IT products, services and solutions in over 100 countries across the globe. They’re also leaders in digital transformation and frequently work with other brands to meet changing consumer needs.
Showcase Fujitsu as a technology brand of choice for young professionals looking to kick start their early careers post-school.
As a brand that’s been around for over five decades, Fujitsu has proven expertise as a technology leader. After all, they support organisations across all sectors - from retail, financial services and telecoms, to transport, government and defence and national security, making them a well-known brand within the Business-to-Business sector.
As a consumer brand, Fujitsu faces stiff competition from the likes of Microsoft and Google. This is especially true when it comes to the early careers space, as young people naturally gravitate towards familiar names. As an organisation, Fujitsu has invested plenty of resources to support and champion social mobility as well as women in business and technology. The challenge has been that a lot of these efforts don’t often get highlighted to the younger generation.
Fujitsu was excited to carve out a working partnership with an organisation that could help them get the ‘right message’ out to future technology cohorts.
Low percentage of women in technology roles
The UK has long-battled with the really low number of women in science, technology, engineering and maths (STEM) roles. According to the most recent report (2019 Workforce Statistics), women form only 16.4% of the total ICT professionals. Without relatable role models, there continues to be a shortfall of female applicants, especially in the early careers space.
Indirect competition from other household technology brands
Despite their emergence as one of the top 5 technology leaders in the world, Fujitsu has faced competition from other brands which have more technology products available for the average consumer. Young people are likely to gravitate towards household technology names and therefore brand awareness amongst Generation Z is absolutely crucial for Fujitsu.
In-depth conversations with the Fujitsu Early Careers team shed light on some of their existing pain points and obstacles. The team at Springpod subsequently proposed a two-prong approach that had previously shown positive results - highlighting the Fujitsu brand as a technology leader in a more engaging way and featuring stories of school-leavers who have successfully built their careers within Fujitsu.
Improve brand awareness within the target cohort through early engagement and featured success stories of technology apprentices
Dedicated company profile on Springpod underpinning the Fujitsu brand
The first part of the two-pronged approach was to enable the Fujitsu team to benefit from the existing network of students on Springpod. Setting up a dedicated company profile on the platform and app put the Fujitsu brand in front of 50,000 students already active on Springpod. Adding relatable company ambassadors offered students the opportunity to interact with real role models and ask questions about their next steps into the world of technology.
An interactive Classroom-to-Boardroom episode focussed on Fujitsu technology apprenticeships
The second part of the approach involved complementing the Fujitsu profile with a special episode on Springpod’s Classroom to Boardroom series - which was UK’s first apprentice-focussed chat show, featuring young professionals who have been through the journey themselves. The Fujitsu episode highlighted the stories from Cinderella and Ben - two higher-technology apprentices, who spoke about the diversity and inclusivity at the organisation and helped viewers understand how to reach the first run on a successful career in technology.
Building a diverse talent pool of informed students
As part of this pilot project, the Springpod marketing team also proactively used the on-demand replays of the episode as part of nurturing campaigns to help Fujitsu build a more informed and highly engaged talent pool of Year 12 and Year 13 students. This drove 1040 talent pool members & apprenticeship applications for the 2020 intake.