Orange is working to build its reputation in the competitive business communications market whilst recognising its brand heritage and value.
To build affinity with businesses and show understanding of the issues they face, in 2006 it commissioned “Working Progress”, a report with Demos exploring the key challenge of recruiting and retaining graduates.
Orange now wanted to take the debate further - go beyond identifying the issues and explore how they could be practically addressed.
Plenty of research is published by organisations telling young people how to be successful at work. Orange and Edelman wanted to take a fresh approach. The team decided to turn the tables and give young people the chance to express their ideas on how graduate recruitment could be improved.
Working in partnership with the Government-backed Make Your Mark enterprise campaign, and with a mixture of quantitative research and live workshops to deliver qualitative insights, the team worked with students and graduates to develop practical recommendations to address the issues raised in “Working Progress”.