Nestlé Case Study

Nestlé builds an engaged and diverse talent pool with Springpod’s unique apprentice chat show
28,170+
Episode views
770+
Talent Pool Members
600+
Apprenticeship applications

About

Nestlé is the world’s largest food and beverage company with over 2000 brands ranging from global icons to local favourites. With a presence in over 189 countries across the globe, Nestlé is committed to enhancing the quality of life and contributing to a healthier future. And their commitment to nurturing and developing talent is just as strong.

Goal

Highlight the diversity of career paths within Nestlé and encourage more women into manufacturing and engineering roles

A globally recognised name, Nestlé has always been identified as an inclusive organisation that focuses on their employees. They’re passionate about gender balance in the workplace and have been determined to improve the diversity of their workforce for the better - especially within the Science, Technology, Engineering and Maths (STEM) roles.

However, the UK has one of the lowest percentages of female engineering professionals in Europe - which means that Nestlé have their work cut out for them. This is especially difficult when it comes to inspiring applicants from hard-to-recruit social-economic backgrounds and geographic locations.

Nestlé turned to Springpod to explore a partnership that would help them build a more diverse, stronger and more informed talent pool of school-leavers.

Challenges

Lack of awareness around the different industry career paths

As a food and beverage company, Nestlé’s early-career and apprenticeship roles mainly revolve around engineering and manufacturing functions. However, they also offer a variety of other apprenticeship opportunities including Chartered Management degree apprenticeships, which many are unaware of.

Low percentage of female applications in STEM

According to the 2019 workforce statistics, women make up less than 25% of the core-STEM workforce, with only about 10% in engineering roles. Without relatable role models, there continues to be a shortfall of female applicants, especially in the early careers space.

Nestlé’s employer brand engagement wasn’t at the desired level at remote locations

Although Nestlé continues to successfully recruit for the main factory locations, they have historically struggled when hiring apprentices at their Wisbech and Tutbury locations.

How did Springpod help?

Finding an innovative way to showcase their different roles was one of Nestlé’s top priorities. Springpod suggested a unique solution - an interactive episode on their new apprentice chat show, Classroom to Boardroom, which would present  Nestlé’s lesser-known roles to a key audience and reinforce their brand image.

A fun, engaging Classroom to Boardroom episode, featuring the relatable role models doing their dream roles with Nestlé

Highlighting careers built at Nestlé

As early-career experts, Springpod identified that the key to engaging school-leavers and students is by showcasing relatable career stories by young professionals who have been through the journey themselves. The Nestlé campaign for Classroom to Boardroom was built around the stories of their apprentices - Jess and Callum - who through their engaging conversation with the host, shared their Nestlé career stories.

Seamless content management

All aspects of the episode - including scripts, content, guest management, production and post-production were managed by Springpod’s in-house Studio team. The content of the episode also included a Nestlé-focussed quiz, which proved to be a fun and engaging way for the audience to find out some of the lesser-known aspects of the brand.

Focussed call-to-action and further marketing engagement

Nestlé also took advantage of Springpod’s network of 2800+ schools across the UK by creating a dedicated company profile on the platform and enabling a ‘Join the Talent Pool’ feature. This helped them reach a larger audience through on-demand replays of their episode, as well as facilitated secure interactions between their ambassadors and students on the platform. The Springpod marketing team subsequently ran highly-targeted campaigns to increase Nestlé brand awareness amongst hard-to-recruit cohorts.

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