Delivering success | How to win a Grand Prix award - an Expedia Group case study

The Recruitment Marketing Awards (RMAs) have been up and running for 40 years now.

A celebration of creativity and effectiveness in employer brand, talent attraction and talent management, the awards pull in entries from all around the globe to compete across 27 categories, including the coveted Grand Prix – best in show, picked from among the lucky category winners. This year, Expedia Group and CA3 were lucky enough to walk away with the crown, but what was their secret sauce?

For the past nine years, Expedia Group Japan (EGJ) had attended the Boston Career Forum in the US to recruit Japanese students (fluent in both Japanese & English) for their Market Associate Internship. Although this approach had proved successful, it was an expensive and resource-heavy route to market. But, with such a small talent pool spread all over the world, would a digitally-led approach be the right solution to this challenging brief? The project team certainly felt so, so how did we go about delivering success?

Our first step was to truly understand the audience.