IntouchCX, the Winnipeg-based company offering outsourced customer care and technology service around the world, has launched its first ever digital recruitment campaign, targeting Gen Z talent who have recently graduated from post secondary institutions.
Developed by Mint, “It’s Calling,” includes three online video ads, and positions IntouchCX as a rewarding career path that resonates with individuals’ true passions. It’s based on the insight that Gen Z have different career aspirations than previous generations, prioritizing jobs that connect with their values and passions, over ones that simply pay the bills.
Developed by Mint, “It’s Calling,” includes three online video ads, and positions IntouchCX as a rewarding career path that resonates with individuals’ true passions. It’s based on the insight that Gen Z have different career aspirations than previous generations, prioritizing jobs that connect with their values and passions, over ones that simply pay the bills.
"GenZ demand to be themselves at work, and prioritize finding organizations and roles that jibe with their values. The characters in the 'It’s Calling' campaign reflect that,” Mint’s CD, Laura Rothstein, told The Message. “Unique individuals, each with their own passions and interests that motivate them to find a holistically fulfilling career path.”
The 15-second ads depict young adults struggling to achieve a task until their “dream job” literally calls, at which point they become completely proficient, like a young man attempting to hold a yoga pose who suddenly has perfect balance, a gamer girl switching from frustrated failure to a winning streak, and a fashion enthusiast who leaves her hesitations behind to nail the perfect outfit. Each scene represents a value that Gen Z workers prioritize in their job pursuit, which IntouchCX promises to uphold—yoga for a focus on well-being, fashion for finding the perfect “fit,” and gaming for connecting with a winning team and mentorship.
“Grinding through life at a job that doesn’t meet them where they’re at is no longer the option for this generation. Employees are seeking out companies who embrace a more human-centric work model,” said Mint’s ECD Kim Tarlo, in a release. “We wanted to celebrate that human connection and show people starting their careers the space that the company makes for individual needs and well-being.”
The videos are designed to be adapted into multiple key global regions including Latin America, North America, India, Philippines, Greece, and Egypt. “This means the creative had to be relatable and inspiring to people from varied backgrounds and cultures,” said Rothstein. “It put an extra lens of rigour on the work, making sure we would connect with a multi-faceted audience in a meaningful way.”
“We really wanted to cut through the noise in the market by differentiating ourselves and emphasizing that working with us can be empowering for young graduates and people looking to start their careers,” said IntouchCX’s chief marketing officer Wilma Chan, in a release. “Mint was the perfect partner to help us further showcase our company values while appealing to a young and savvy audience.”
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