As Australia's next generation of workers, Generation Y is an important demographic for employers. To assist its clients understand this emerging cohort's attitudes and motivations, leading recruitment and HR firm Drake International conducted a major research study called Generation Y in Your Business.

The brief
Keep Left was engaged to promote Drake's thought leadership on the issue and to help it “own” the ink around the Generation Y discussion.

How we helped
Keep Left developed a two-phased campaign to drive people to a series of national employer briefings and launch the supporting white paper providing tips and insights to employers on managing Gen Y. The campaign kicked off with intensive media outreach to support the briefings. A ‘toolkit' of media communication was also developed to promote the launch of the white paper throughout business, HR and SME press.

The results
Keep Left achieved 94 pieces of media coverage throughout the campaign including 10 feature pieces in major daily newspapers, wide coverage in business/HR publications, and radio coverage across 23 stations in ACT, WA, QLD, SA and NSW. Feature stories on Gen Y were also aired on Channel Nine's Business Sunday program and Sky Business News