Reckitt Benckiser campaign to target potential employees

Reckitt Benckiser (RB), which owns brands including Durex and Cillit Bang, is launching a global campaign to raise its profile as an employer and career choice.

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By targeting graduates and people early in their careers RB hopes to attract “the right type of high flyers with attitude and entrepreneurial spirit” to drive the future growth of the business.

RB says the campaign is not aimed at selling more products but to sell the company and a career in FMCG.

Activity is built around brands in its Power Brands portfolio such as Durex, Clearasil and Veet and plays on the consumer marketing approach paired with recruitment messages.

It uses slogans such as “Stimulate your career” alongside Durex brand imagery.

The activity will be focus on university campuses and digital channels and will include online activity, out of home posters and leaflets, QR codes for mobile access, giveaways and gaming through the poweRBrands Facebook game it launched last year.

Camillo Pane, general manager of RB UK says: “RB’s culture is very different to most organisations. We are not only truly global – but also entrepreneurial – offering challenging and stretching opportunities at every level.”

The campaign will run in the UK, US, Australia, Brazil, France, Germany, India, Italy, Pakistan, Russia. It has been developed by The Workroom with Graduate Promotions.

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