Telenor is one of the world’s 10 largest mobile operators. But at home in Norway, the company was losing the ‘battle for talent,’ especially with graduates and young professionals.
Ken worked with the HR team to create theme and content to speak with a more relevant voice to its primary graduate audience – Generation Y. The concept was developed both in delivery and style in the language of an audience that grew up ‘speaking’ text messaging and internet.
The core messaging theme, max_u, was built with an SMS vernacular, delivering pithy messages echoing Generation Y‘s main life concerns. This strategy suggests that Telenor understands their wider needs for career fulfillment and mobility.