Hays Worldwide, the Official Recruitment Partner of Manchester City, teamed up with sport and entertainment agency We Are Fearless to create a new strand of its ‘Behind Every Goal’ campaign which draws on parallels between the world of elite football and the world of work.
The international recruitment company’s activation is built around a social video series consisting of interviews with six Manchester City players from the men’s and women’s teams: each episode is themed around a different work-related subject (eg skills development, building a successful team, developing a winning mindset and the importance of receiving support) and reveals how the players have had to prepare and be adaptable through their careers to help them reach their career goals.
The spots sees Hays speak with Gabriel Jesus, Aymeric Laporte, Nathan Ake, Lucy Bronze, Janine Beckie and Esme Morgan.
The videos are rolling out over a four-week period in February and March and insights in the campaign range from Jesus speaking about the connection between hard work and talent, Bronze talking about how football constantly evolves and the importance of players to adapt and learn through their careers and Beckie speaking about setbacks being part of the journey and learning lessons from them.
The films were amplified across Hays’ digital and social channels and via the club’s own social platforms.
Which attributes power a successful team? @HaysWorldwide spoke with a host of our players to find out…
#ManCity | https://t.co/axa0klD5re pic.twitter.com/Ri7v7A907U
— Manchester City (@ManCity) February 4, 2021
Comment:
Hays, which became the Official Recruitment Partner of Manchester City in 2013 and its current deals runs until 2023, also has partnerships with linked clubs such as New York City FC and with Japanese side Yokohama F Marinos.
Other notable recent sponsor social video series activating Manchester City sponsorships includes Etihad’s ‘Freestyle World Tour’ activation.
While other recruitment companies activating football club partnerships recently include Indeed’s new year ‘Ingrid Meets Harmony’ campaign with Eintracht Frankfurt (which itself followed on from its ‘Job Of The Match / Fan Of The Match’ activation.
Links:
Hays
We Are Fearless
Manchester City
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