Liberty Talent Aqcuisition Campaign Proposal by creativeclarity

Talent Acquisition Campaign Proposal July 2020

CONTEXT Networked Liberty needs around a thousand new financial advisers to join the company as contractors each year. Each one brings a local network of personal contacts and potential clients with them.

TARGETS Bright Sparks Potential financial advisers we are targeting have at least matriculated, or have life experience and an interest in financial services â&#x20AC;&#x201C; or are student graduates with an interest in personalised financial planning.

PROBLEMS Logistical We are battling to reach recruits. The impact of the national lockdown has disrupted all regular routes to market, as well as fragmented typical post-graduate plans and aspirations.

PROBLEMS Reputational We are failing to interest them in our industry. The entire sector has suffered a degree of reputational damage, and trust levels are low for potential clients and potential advisers alike.

PROBLEMS Competitive We are failing to inspire them to sign up with Liberty. The competition is also out there actively seeking to recruit new advisers for the same reasons, and so the landscape is cluttered and noisy.

OPPORTUNITY Refreshed Brand Our new brand positioning gives us a fresh, authentic, and appealing platform to differentiate our brand and our promise from our competitors. It plugs directly into the emerging need for personal purpose and meaning, as well as offering a potentially exciting and financially rewarding career. The future is not what it used to be. Young people are looking for a new language that describes the possibilities of a new, post-Covid narrative, and experienced people are looking for self-employment opportunities.

STRATEGY Humanise Create a talent acquisition campaign that proudly positions our human-centric brand promise to deliver financial freedom to real people. Leverage the new positioning as an opportunity to realise personal and professional dreams and ambitions. Provide proof by offering the opportunity to work with a powerful, future-focussed brand, one that embraces the digital flexibility of the future of work.

CONCEPT Personal Profiles Profile the real humans of Liberty advisers and the purposeful humanity of the brand promise. Demonstrate the higher purpose of the brand concerning the facilitation of financial freedom. Dramatise the massive diversity of inspired individuals in soundbites that describe their working experiences.

STYLE First Person We will hear no corporate-speak from this human brand. We will write every piece of copy and scripting as firstperson narratives from the hearts and minds of an age, gender and ethnic diversity of real humans working with Liberty. The messaging will therefore be personal, profound and full of purpose â&#x20AC;&#x201C; and on brand!

EXECUTION Ordinary Heroes The liberty brand will provide the platform for real people to have real conversations around the essential things in real life. To this end, the visuals will all be of the real Liberty advisers talking to the audience.

CHANNELS Targeted Placement Social Media posts Digital Media ads Video Posters

MESSAGING Our Top 14 We will create 14 headline and subheading statements for 14 advisers and rotate them as central or â&#x20AC;&#x2DC;heroâ&#x20AC;&#x2122; statements supported by the other thirteen. By rotating the statements, we will effectively highlight all 14 throughout the campaign. We can add more statements as the campaign progresses and create a unique location or eventspecific message as appropriate to different contexts.

EXAMPLES Actual submissions rewritten with reference photographs

"I get to do what I absolutely love most."

Helping clients and supporting colleagues for over 28 years. If you would like a lifetime career, helping thousands of different people, and loving every different day of it, you have a wonderful opportunity with Liberty. Philip Kassel Apply to be a financial adviser with Liberty.

In it with you. Liberty Group Ltd is an authorised FSP (no.2409). Terms and conditions apply. Blahdi blahdy blah in ppsitum carta blank negotiatum verite est. para mornted monteds griftelllebum noti bar noni rests chunnilibum bardet perefns heerr aspn. paratjjdoajd apapapt shsdf weybudb dUGD onhihada hihekaknd p shdfia ofnehrnad onbdeqgx kkhrbjJBD ndeh DHIQHWFA NIEHFKH hduehgf ajsfh BADU noiqfnishfihwf nwugasd ntokaf hihqohfd hDH9 QHD8 QHD8 hfihnsf lall ldgtoe hfoaordn ndeijf aad fojw DIHEF JUAUF WQ noiceo anfiena fo gyehsse s noonfad nosjtjes nodfnm.

"I do for my clients what I’d do for my mom."

And l sleep well at night having Liberty as my business partner. If you’d like to start your own business, one where you can help people you care about achieve their financial freedom, you should contact Liberty today. Philicia Moodley Apply to be a financial adviser with Liberty.

"Growing up I wanted to be a superhero."

And now financial advice is my superpower.

If youâ&#x20AC;&#x2122;re the kind of person that people can trust with their lives and their livelihoods, then youâ&#x20AC;&#x2122;re the kind of hero that Liberty is looking for as a financial adviser. Yusuf Mitha Apply to be a financial adviser with Liberty.

"It’s more like joining a family than a firm."

That’s what I love about working with Liberty. If you want to work with people that care about excellence and relationships, then Liberty is the right company, and you are joining at the right time. Keshir Gokul Apply to be a financial adviser with Liberty.

In it with you.

Liberty Group Ltd is an authorised FSP (no.2409). Terms and conditions apply. Blahdi blahdy blah in ppsitum carta blank negotiatum verite est. para mornted monteds griftelllebum noti bar noni rests chunnilibum bardet perefns heerr aspn. paratjjdoajd apapapt shsdf weybudb dUGD onhihada hihekaknd p shdfia ofnehrnad onbdeqgx kkhrbjJBD ndeh DHIQHWFA NIEHFKH hduehgf ajsfh BADU noiqfnishfihwf nwugasd ntokaf hihqohfd hDH9 QHD8 QHD8 hfihnsf lall ldgtoe hfoaordn ndeijf aad fojw DIHEF JUAUF WQ noiceo anfiena fo gyehsse s noonfad nosjtjes nodfnm.

"It should be compulsory in school."

Till then, Iâ&#x20AC;&#x2122;ll be financially educating my community. If youâ&#x20AC;&#x2122;d like a career as your own boss, where you can help to build a financially sound community, you'll be welcomed as a Liberty financial adviser. Pindile Nyoni

Apply to be a financial adviser with Liberty.

"I design my own days doing what I want."

And I get all the support I need from a brand I’m proud of. If you’ve got self-discipline, and you’d like to help people make their most important life decisions, I reckon you’d enjoy being a financial adviser with Liberty. Rafael De La Motar Apply to be a financial adviser with Liberty.

"It’s more about solving problems than pushing policies."

But when a client needs a policy, Liberty’s are second to none. If you’re good with people, and great at forming meaningful relationships with clients and colleagues, you could have a brilliant career with Liberty. Glen Bebbington Apply to be a financial adviser with Liberty.

"I love being a financially independent wife and mother."

Helping people turn life dreams into real life. If youâ&#x20AC;&#x2122;d like to create a life for yourself and your clients, in a job you can be proud of every day, you should become a financial adviser with Liberty. Sheila-Ann Robey

Apply to be a financial adviser with Liberty.

In it with you.

"It’s about giving comfort and support as much as advice."

That’s what makes working with Liberty so special for me. If you’d like to and spread your wings in a career that puts the real needs of real people first, you can uplift yourself and your community by working with Liberty. Rowen Subaya Apply to be a financial adviser with Liberty.

"My only limit is my own potential."

And Liberty helps me achieve it everyday.

If the only boss you need to be your best is the one you see in the mirror, you could have a great career as an adviser with Liberty. Carlo Gil

Apply to be a financial adviser with Liberty.

"I partner people on their way to financial freedom."

That’s why Liberty is not just our name – it’s what we do. If you’d like a career where you can earn the respect and reputation that comes with the Liberty brand, I advise you to contact Liberty today. Shobana Nunkhuor

Apply to be a financial adviser with Liberty.

"Liberty gives me anything I need for me and my clients."

And I get to write my own pay-check.

If youâ&#x20AC;&#x2122;d like to develop your personal and professional skills with the help of a powerful brand in financial services, I can recommend a career with Liberty. Tshepo Surname

Apply to be a financial adviser with Liberty.

"It’s about making a profoundly positive impact."

On the life of my family and of my clients.

If you’re an experienced professional looking to make your own success and build your own security, the guys at Liberty would love to give you a start. Shan Nissiotis

Apply to be a financial adviser with Liberty.

"I love delivering the good news."

When bad things happen, paying a claim relieves the pain. IIf you like the idea of helping people put financial plans in place to protect their lives and grow their wealth, youâ&#x20AC;&#x2122;re the kind of person Liberty is looking for. Ntsako Sibanda

Apply to be a financial adviser with Liberty.

ATL Radio Extensions “Keeping On”

“Shovel”

“Ally”

VO 1. [WARM, INTIMATE, SINCERE] With all that's going on right now, it's tough to focus on your financial future. You've just got to keep on keeping on, no matter what. It's crazy, I know. But it's impossible to deal with everything on your own. You need help making sense and taking control. That's where I come in. Whatever we need to do to secure your financial freedom – I'm in for the long haul.

VO. [WARM, INTIMATE, SINCERE] Real life's getting really weird, and as for your financial future – forget it, right? Easier to stare into space with your fingers crossed. Fact is, it's impossible to deal with this stuff alone. You need someone who'll climb in the hole with you and bring a shovel. I can do that. Because whatever we need to do to secure your financial freedom – I'm there for you.

VO 1. [WARM, INTIMATE, SINCERE] With all that's going on, it's tough to plan ahead, right? Easier to keep your head down and hope for the best. I know. But heads up – it's okay to ask for help. We all need an ally, a personal guide with an achievable plan. I trained for exactly that. And whatever we need to do to secure your financial freedom – I'm on your side.

VO 2. We can't predict the future, but together we can plan for it. Call 0860 327 327 and let's chat. Liberty. In it with you. Liberty Group is an Insurer and an authorised FSP. Ts and Cs, risks and limitations apply.

SUMMARY. Totally personal, individual, human messages from current advisers to potential recruits, with pics, covering different aspects of the experience of working with Liberty to help clients. Print applications posted to digital and social media with the potential for posters and banners on site. Creative direction uses the new CI design of thirds to create square images that can be manipulated to suit different media placement. Video treatment is a perpetual loop featuring all portraits designed a key visual that will be central to the video concept. Optional for individual social media postings. Radio extension opportunities as outlined.

Thank you!