Your keyboard your career campaign

Abstract

Your Keyboard Your Career is a communications campaign rallying millennials to practise responsible social media postings for the sake of their career as studies have highlighted the prevalence of employers in Singapore conducting social media checks to guide their hiring decisions of a candidate. Led by four final-year undergraduates from the Wee Kim Wee School of Communication and Information at the Nanyang Technological University (NTU), the campaign targeted millennials aged 18 to 25 years old who were enrolled in either a Polytechnic or a University as they were the demographic that would enter the workforce soon after graduation. By reframing social media screening as an opportunity for millennials to showcase themselves to employers instead of a threat to their employment opportunities, the campaign aims to encourage millennials to start practising responsible social media behaviours. This report presents the findings from primary and secondary research, which helped in the team’s conceptualisation and design of the campaign’s strategies and key messages. The success of the campaign was also evaluated, alongside a discussion on its effectiveness and limitations. Finally, the report will end off with an appendix containing the results from the primary research, collateral designs and final products from the campaign’s activities. These campaign materials serve as reference to the main report.