CareerPlayer is a multi-award winning social enterprise designed to help school and university students make better career decisions. Unlike most recruitment media our focus is not on jobs but helping young people explore and research their options.

1. CareerPlayer & Roast Productions
Media Pack
2013/14
<< Content Marketing
and Student Recruitment
from the UK’s #1 Careers
Advice platform >>

2. Who we are
CareerPlayer is a multi-award winning social enterprise designed to help
school and university students make better career decisions. Unlike most
recruitment media our focus is not on jobs but helping young people
explore and research their options.
We host the biggest career video library online along with career and
employer matching tools.
What we do
We help employers recruit the best school leavers and undergraduates
into their industry or organisation. What makes us different is the stage
at which employers can influence the career decisions of students.
Being a research platform, we offer employers the opportunity to shape
student perceptions long before they start to consider job applications.
This gives our clients an unfair advantage over their competition.
UK’s #1 Careers
Advice website
<< The team have been really easy to do
business with, are great at generating ideas
and I would thoroughly recommend working
with them. >> Helen Alkin, M&S
Some
Happy
Clients
Voted the UK’s #1 Careers Advice website every year
from the day we launched
#
1

3. Why use
CareerPlayer
Employers that use CareerPlayer do
so to ensure a pipeline of top quality
students into their organisation. Whilst
many of our clients have different
challenges, they are all united in
wanting to engage students as early as
possible.
We’re very focussed on the early stages
of the career decision journey (a critical
‘assist’ media on google’s marketing
model to the right). And that’s why
Employers use us. So they can influence
student behaviour from the very outset
of their career journey - ensuring greater
success at ‘decision’ time.
Or as Audi puts it “We were successful
because people wanted to join the
club before they were ready to join the
club.” Sir John Hegarty
Top 3 Reasons Clients Love CareerPlayer
1 2 3
Early Engagement
Strategies
Attraction of Top
Quality Students
Brand
Building
Awareness Consideration Intent Decision
ASSISTING channels builds awareness, consideration, and intent earlier in the customer
journey or ‘purchase funnel’.
LAST INTERACTION channels act as the last point of contact prior to a purchase.
ASSIST LAST INTERACTION
Job boards and
most online student
recruitment media
Engagement Mapping

4. Our School and
Undergraduate
Network
We’ve developed the largest content network in
the market. Brilliant for brand recognition and traffic
to CareerPlayer.com. Even better as a product we
leverage for client campaigns.
The majority of UK Universities use our content as do
many of the UK Sector Skills Councils, Industry Bodies
and a vast selection of schools and career related
organisations.
Students want relevant information to find them.
And with our content and network, we’re uniquely
placed to make this happen in the careers market.
No matter how or when a student plans their career,
it’s likely they will consume CareerPlayer content
along the way.
Here’s a flavour of our network, which could be used
to promote your employer brand or opportunities.
<< A fantastic way to showcase the opportunities available
within your business and to be able to see what is available from
a student perspective. >> Ema Saunders, Savills

5. Inventory
and
Services
Advertising Editorial
All your relevant information can be hosted here. You
can simply use copy and a logo or include video,
brochures and feeds if available.
Become part of CareerPlayer’s core video library.
Relied upon by hundreds of thousands of students
every month, this offers employers the opportunity to
shape career decisions.
Similar to the profile, this can be straight text or include
multimedia assets. The vacancy postings also feature
on our job board.
Targeted e-shots to our database or inclusion in our
newsletter. Uniquely we can segment our audience
by psychometric factors as well as demographics.
One of our most popular products. Sponsor relevant
videos in our content library and link back to your
profile. This offers huge brand exposure and can be
extended to our network.
Be part of our content with a 5 – 15 second intro on
relevant videos. Pre-roll is one of the most effective
forms of online advertising and we’re the only student
media offering it.
Feed your employer profile and vacancies into the
results of students who match your requirements.
Link editorial quotes from our homepage to your
profile or video content.
The original display advertising product - great for
brand awareness.
Employer Profiles Video Library
Vacancy Posting
E-shots
Sector Sponsorship
Pre-Roll
Psychometric Matching
Homepage Quotes
Display – Banners/Sky Scrapers
Sector Sponsorship is
one of our most popular
products. Sponsor
relevant videos in our
content library and link
back to your profile.

6. Case Studies
Application numbers are not a problem
for M&S. As a result there is a strong
focus on ensuring the best possible
pipeline of school and university
leavers. An editorial campaign with
CareerPlayer has helped deliver this
since 2011.
• 4 video profiles and inclusion in
overview video
• Distribution on CareerPlayer’s
university, undergraduate and retail
specific networks
• 19,000 video views - 1,736 viewing
hours. Very high audience retention
Savills recruit students from all degree disciplines.
They are particularly keen to maintain interest
amongst students not studying a property related
degree (non-cognates). CareerPlayer has helped
Savills reach these students since 2010, inspiring them
about careers in property and promoting the Savills
employer brand.
• Over 1,800 video views pcm. Average viewing time
in excess of 6’44”
• Distribution on CareerPlayer’s university network
and RICS (Royal Institution of Chartered Surveyors)
• Since working with CareerPlayer, Savills became
the first property company to ever make the Times
Top 100 Graduate Employers list
• More than 2,500 unique profile views
pcm
• Average time on profile 3:16
• Over 4,000 hours of brand exposure
duration (BXD)
• Lowest CPC of all media used – 39p
• Lowest CPV to homepage and all
vacancy listings
• Lower CPA than Google
Editorial
Advertising
Advertising
BRAND FOCUSSED
Attraction
FOCUSSED

7. Special Opps...
In partnership with our production company ‘Roast’ we produce
content marketing solutions with extraordinary distribution.
The majority of the solutions we provide revolve around sector
or shared employer recruitment challenges. In the last year,
we’ve helped:
BP, ARUP, Baker Hughes and TRW encourage more Women
into Engineering
The FSP, HSBC, ACCA and The CII drive social mobility in
the financial services industry
Microsoft, Deloitte and Lloyds Banking Group become part
of the GCSE national curriculum for IT and Computing
For each project, we manage the full production, partnership
and distribution process along with a launch campaign.
Projects currently in production include: Women in Finance,
Diversity in Law and Women in Technology. If you have any
recruitment challenges, which you’d like to solve collaboratively
with other employers, skills councils or institutes, just let us know.
Case Study:
Just 7% of engineers in the UK are
female. Not surprisingly, engineering
employers desperately want to tackle
the misconceptions about their industry
and, in particular, increase the number
of women considering engineering as a
career.
We collaborated with companies,
individuals, institutes and skills councils
to help fund, produce and distribute
two short documentaries. Both films
were designed to communicate that
science and engineering subjects can
lead to vibrant, flexible and creative
career paths that allow talented people,
regardless of gender, to stand out from
the crowd.
The documentaries were released in
Feb 2012, supported by a wide-ranging
campaign via social media, online
video platforms, school ambassadors,
targeted emails, the media, sector skills
organisations, institutes and careers
services.
Results
• Over 20,000 views and 1,000 hours
watched during the launch period.
Above average audience retention as
measured by YouTube
• Every major STEM institute embedded
the films and in most instances included
them in newsletters and presentations.
These include the ImechE, the IET,
STEMNET and SEMTA
• Every school in the country was notified
of the films via an email newsletter,
and The Times Educational Supplement
made them available to the largest
network of teachers in the world
• Over 65 UK universities embedded
the video into their websites and/or
regularly use it with female students
• Worldwide coverage across Twitter,
Facebook and Linkedin
• An invitation to the House of Lords for
International Women’s Day
Women in Engineering

8. Attracting School Leavers
In order to better understand the schools market, we undertook the largest
review of IAG literature in the last 5 years. This helps shape our employer solutions.
The schools market is very different to the graduate one. Structurally there is
little consistency in how schools manage careers advice and from an audience
perspective the kind of advice and guidance that they require is also very
different.
We develop content marketing solutions that inspire young people and are
embedded within the schools environment. Rather than expecting students to
find us, we leverage our unique agreements with sector skills councils, institutes
and schools to ensure our content is available at every touchpoint they use.
Client Campaigns:
We offer a variety of packages to reach school leavers. Typically they
would involve feeding video content into our relevant schools network. In
addition to viewing metrics all content can be tagged with actions, from
end of video downloads or data capture, to in-video clicks.
Case Study:
Professional Services firm wanted to promote their technology division to
young people at school.
What we did:
We produced a series of role profile videos and helped seed them into
the most high profile networks matching their audience. Success could be
tracked not just by video views and audience retention but through in-
video interactions such as registering details or downloading brochures.
Metrics:
• Video views /
Viewing time /
Audience retention
• In video interaction
• Registration
capture at end of
video
• Download of
materials e.g.
brochures
• Related content
Results:
• Distributed
and used by
every major IT
organisation with a
schools focus
• Viewed over
12,000 times with
market leading
audience retention
• 700 video
interactions

9. Roast Productions
About Us
Roast is an award winning video production company that launched
in 2007 and specialises in brand and corporate content.
Our Services
We offer a full production service from scripting and ideas to delivery.
The majority of our work revolves around online content, and having
run our own video channel for 5 years we’re masters of format
optimisation and content distribution. In fact, we’ve helped almost
every client we’ve worked with rank number 1 in YouTube for their
keywords, in addition to creating the content itself.
Roast pulled out all the stops to produce an in-house video
for us at extremely short notice. They were a pleasure to work
with: smart, efficient, creative and reliable. The end result was a
great video which has been widely praised throughout our firm.
Will no doubt be returning to Roast in the future for new projects.
Alex Bellinger, Head of Communications at Nabarro
Roast Productions have produced both product promotional
animation and corporate video. On both these assignments
they were easy to work with, flexible, inventive and constantly
strived to produce the best deliverable possible.
Julian Fowler, Head of Marketing at Tessella
Corporate and
Consumer Content
Documentaries
What We do
Event and Product
Launch Videos
Music videos and
Music composition
Motion Graphics
and Augmented
Reality
Product
Marketing Films
Training
videos
Animations
Live
Streaming

10. Our Work
Some
Happy
Clients
Roast’s video production for our Lloyds Pharmacy
iPhone App project was fantastic. Despite having to
work to a very tight deadline the team managed our
project perfectly and delivered a very professional,
interesting and exciting product. I would not hesitate to
recommend them. Bethany Evans, Lloyds Pharmacy

11. Best Employment Advice Website - NORAS 2009 - 2012
Best Educational Website - W3 Awards Gold
Best Career Website - Webby Awards
Best Online Video Editing - Webby Awards
T +44 (0) 845 474 6154
E info@careerplayer.com
W www.careerplayer.com
@CareerPlayer
High quality and insightful - we were delighted with
the result and would highly recommend them!
Emma Mirrington, Head of Talent at Mars