Four two-minute episodes in vertical format that are shared through social networks and focused on different jobs. This is “Profile”, the microseries that the Adecco group has launched to revalue Vocational Training for Generation Z.
The company specialized in Human Resources solutions has turned to this entertainment format to capture the attention of young people where they consume content and break the prejudices and stereotypes that still persist around this type of education.
To do this, it has partnered with the content creator Yunimat (Unai Martín), with more than 4.3 million followers on social networks. He acts as the driver of each delivery, in which trades such as baking, mechanics, sound and design are shown, which are linked to Vocational Training.
Each episode, as explained by Adecco in a statement, has been recorded in authentic settings and stars real professionals. A dynamic and close approach has been sought, based on Yunimat’s own visual and narrative style, whose contents are characterized by quick humor and creative editing.
The deliveries combine an inspiring and practical tone with the intention of bringing young people closer to the virtues of Vocational Training. Adecco highlights the attractive options, the high degree of employability and the possibilities for growth. The content seeks to appeal, with familiar language, to young people who are in the stages of professional orientation.
Each episode will be broadcast entirely on social networks, both on the Yunimat channels and on the Adecco Group on Instagram and TikTok.
“The labor market has a high demand for Vocational Training profiles. However, vocational training continues to be a minor option for young people when choosing their training path because they are unaware of its full potential.”; said Luca Barca, director of Marketing, External Communication and Digital Sales of the Adecco Group, in a statement. “With ‘Perfil’ we want to break down prejudices and show that behind every job there is talent, creativity and a professional future full of possibilities.”.
“Perfil” is part of the “Working on you” program, launched two years ago and focused on helping young people in their professional development and preparation for the world of work. It offers guidance, training, scholarships and opportunities to find a first job. In its short history it has launched 90 different initiatives and has signed collaboration agreements with 50 universities and vocational training centers and more than 35 companies.
Although “Perfil” opts for a style close to documentary and interview, the campaign is inspired by the trend of fiction microseries, born in China in 2020 and also recently popularized in the United States and Latin America. It involves the telling of stories in short episodes produced directly on mobile phones and designed for dissemination on social networks.
The trend is capturing the attention of the audiovisual industry. In 2024, income from this type of production will skyrocket to 50,440 million yuan (about 6,685 million euros), surpassing the cinema box office for the first time, according to the China Network Broadcasting Services Association, as reported. The Country.
