Kent University partnered with hitplay to design and deliver a scalable short-form video content system to support apprenticeship recruitment across multiple academic divisions. Rather than relying on one-off videos, the brief evolved into a multi-wave LinkedIn-first campaign designed to build momentum, credibility, and continuity over time. The result was a structured content engine that aligned institutional trust with modern, scroll-safe storytelling for both employers and prospective apprentices.
Kent University Apprenticeship Recruitment Content System for Multi-Division Talent Attraction
Summary
Objectives
Kent’s apprenticeship teams needed to attract two distinct audiences at the same time:
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employers looking to recruit apprentices
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individuals exploring a non-traditional university pathway.
They required content that felt professional and authoritative without being corporate or outdated, while also delivering organic reach and sustained engagement over time rather than a short spike.
Our Approach
hitplay proposed a content system rather than isolated assets. The strategy was built around four campaign waves, each focused on a specific apprenticeship pathway, while maintaining a unified visual and narrative framework.
Key principles
• LinkedIn-first distribution to reach professional decision-makers and career-driven audiences
• Short-form, modern formats designed for organic reach and repeat exposure
• Consistent institutional framing paired with human-led storytelling
• A repeatable structure that could be extended beyond the initial campaign
Once the format was approved, hitplay took full creative and operational lead.
Execution & Creativity
The campaign delivered four waves of recruitment content, each consisting of four videos, covering disciplines including: digital and technology solutions, laboratory science, clinical trials, economics and scientific pathways.
Execution included: on-site filming across multiple university locations, sourcing and integrating approved institutional imagery, interviews with current apprentices and contributors, visual consistency across divisions despite differing subject matter, career-led framing tailored to both employers and applicants.
Each wave was designed to feel distinct while maintaining rhythm and continuity, avoiding fatigue despite the volume of content.
Outcome
• 137% increase in apprenticeship-related inquiries
• Sustained organic reach on LinkedIn across the full three-month campaign
• Increased clarity around apprenticeship pathways for both audiences
• Strong engagement driven by consistency, credibility, and momentum
The system approach ensured the content remained effective across disciplines without feeling repetitive or fragmented.
Deliverables
• 16 recruitment-focused short-form videos delivered across four waves
• Interview-led and narrative-driven video formats
• LinkedIn post copywriting and publishing support
• Visual alignment across divisions and disciplines
• Campaign structure designed for repeat use
