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The Work We Want
How FT Longitude helped the World Employment Confederation develop a new narrative on the future of work
The world of work is transforming around us. Technology and flexible working models are changing how jobs get done. Almost everyone is thinking about what skills and strategies they will need to prosper in a fast evolving labour market.
It is at this pivotal moment in the evolution for work that FT Longitude was approached by the World Employment Confederation with a brief for their flagship thought leadership campaign.
“We needed to be very strategic when it came to finding a topic and campaign identity that would resonate with all our audiences,” said Sonja van Lieshout, Head of Global Public Affairs at randstad N.V. and Chairwoman of the World Employment Confederation’s Steering Committee for The Work We Want project, Europe. “The Work We Want concept is so powerful and flexible. It provides audiences with an enticing entry-point into a conversation about future working models. So your team’s strategy process really helped us get a powerful and differentiated idea.”
The World Employment Confederation’s leaders also wanted a more modern way of bringing this story to life than the traditional whitepaper, as well as the ability to extend the lifespan of the research for many months. With this in mind, FT Longitude created three waves of content, each of which focused on a different theme relating to the future of work. Each wave of content was published on a digital campaign home, which FT Longitude designed to be visually appealing and easy to browse.
Intelligence
Developing a long term strategy
The World Employment Confederation needed a thought leadership strategy that would resonate with an audience of policymakers, many of whom are responsible for regulating national or international labour markets. But the campaign also needed to be relevant to millions of agency workers around the world, as well as corporate employers.
FT Longitude’s strategy team developed a campaign concept that was big enough to connect and inspire each of these audiences as part of a wider conversation. This is how The Work We Want concept was born.
Influence
Building a movement
The Work We Want has already secured strong engagement across media and social channels. But the most remarkable aspect of the campaign launch was its success in using the research to ignite a dialogue with policymakers and industry participants across a series of international events.
This started at the organisation’s annual conference held in Lisbon, where the Work We Want was used as the overarching theme explored through keynote speeches and panels with prominent leaders from organisations including the International Labour Organization (ILO), the Organization for Economic Co-operation and Development (OECD), and the Trades Union Congress (TUC).
Crucially, it was also made easy for national federation members to use the research and campaign materials in their own country markets. To date, member organisations in the the UK, Switzerland, Spain, Germany, Denmark, Italy, the Netherlands, Austria, Norway, Portugal, Ireland, Romania, South Africa, Brazil, Australia and Japan have used insights from the campaign to secure meetings with policymakers in their markets and to support their own communications programmes.
The decision to work with you was about finding a new language and addressing our stakeholders. We have achieved exactly that. Having integrated the ‘Work We Want’ content into key industry discussions—on pay, diversity, and regulation—has given us a fresh perspective on longstanding issues, enabling us to engage our members and stakeholders in meaningful new ways.
Bettina Schaller President, World Employment Confederation
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