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The Anatomy of an Award-Winning Internal Mobility Campaign

2 min read.


Lois Payne Lois Payne



Employer Branding

Last week, with the help of Ph.Creative, BT bagged the award for the “Best Internal Mobility Campaign” at the FIRM awards, which celebrate the very best of in-house recruitment, excellence, innovation and best practice.

But what exactly does an award-winning campaign look like? Let’s breakdown the blueprint that led BT to success.

The Problem

It’s no secret that the UK is suffering from a serious skills shortage and it is hitting cyber security hard. There is currently a shortfall of approximately 3.5 million cyber security jobs around the world, but the threats on BT’s network continue to grow.

BT needed to find a way to fill its cyber security roles, and fast, while also maintaining its commitment to finding and supporting diverse talent.

The Concept

BT would partner with CAPSLOCK, an award-winning Cyber Bootcamp Reskilling provider, to develop a pipeline of diverse talent from existing employees within BT.

The aim was to open doors for those who might not have seen an obvious way into a security career by welcoming people with different skillsets, backgrounds, and ages - no prior technical or cyber security knowledge was needed to apply.

Employees interested in reskilling into a cyber security role would complete a 117-day intensive course with CAPSLOCK, which would not only develop their skills, but also guarantee them a new role in BT’s cyber security division.

How did it go?

- There were 200 internal applications and 30 places on offer.

- Successful candidates predominately came from call centre, non-technical and non-managerial roles.

- With the help of Ph., BT documented the programme and applicant experience in a digital video series titled “117 Days to become Protectors” which aligned with BT’s Security Employer Brand, “We are the Protectors”.

The series followed the highs and lows of the process for the candidates in an authentic way, so that future trainees would understand the difficulties involved. There was no sugar-coating; course members mention being ‘exhausted’, as well as the intensity and pressure of the course, but they also reference feeling excited and supported by their teams.

Watch the first episode of the series below:

The Outcome

All 30 participants passed the course and have been offered positions in BT’s security division.

Oh… and BT bagged a sweet FIRM award, of course.

So, there you have it. A behind-the-scenes look at the strategy behind an award-winning internal mobility campaign. 

And while recognition through a shiny trophy is always nice, BT achieved something much more precious with this campaign – a proven way to secure and futureproof its talent pipeline for one of its most impactful divisions, all while improving diversity and supporting the employees it already has.

Not bad, eh?

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