As part of its regional initiatives to attract more talent in different positions for its offices across the Middle East, PepsiCo wanted to communicate their friendly and desirable work culture on social media through informational campaigns targeted at their potential workforce audience. We started a wonderful journey with PepsiCo and created four campaigns that were deployed on the PepsiCo Jobs social platforms, each with its own objectives and target audience.

The KSA Internship campaign aimed to promote internship programs at PepsiCo’s Saudi Arabia offices for young professionals. The MENA HTF (hard-to-fill) campaign was mostly targeted at Egypt & Saudi Arabia to raise awareness on and promote specific, challenging roles within PepsiCo’s premises that required focused expertise and talent; a requirement that was achieved through the power of digital creatives and social reach/engagement. The third campaign called MENA Women was targeted at a female-centric target audience to encourage women to apply and join the workforce at PepsiCo’s Middle Eastern offices, focusing on showcasing current employees and communicating the extent of their satisfaction in their various roles at PepsiCo. The fourth and final campaign was titled Saudization and its objective was to attract the best Saudi calibre possible for employment in Saudi Arabia’s offices.