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Edelman Beta is Edelman UK’s refreshed graduate scheme marked by a unique test; find the application.
The challenge was to get applicants to reappraise what Edelman represents as a traditional PR agency and excite them with our vision for future talent.
First, Edelman rejected all applicants and then sent them on a comprehensive treasure hunt to reapply, with meticulously-crafted clues scattered all across the digital and physical landscapes.
There were clues on Airbnb. On dog tags. In books, on sale at Amazon. And somehow, the Shazam database. We hacked Google. Broke into Buzzfeed. And even hid a clue in the middle of a Mandarin cooking lesson.
This was clearly a recruitment experience unlike any other.
But there was more to it than met the eye.
As it turned out, Edelman had embedded a major secret, deep into the hunt, from day one. The chance to skip our scheme entirely, and land a full time gig - for whomever was smart enough to figure out the puzzle.
Increase in applications:
Increase in website units:
The activity resulted in an 860% in applications and 10 of the best and brightest talents to help transform the industry.
Online engagement increased by 106% with a 48% increase in social media impressions.