Amazon Apprenticeships

Amazon’s apprenticeship programme needed to attract candidates who don’t see themselves in corporate recruitment material — school leavers, military veterans, mothers returning to work.

We developed an informal interview approach that put Amazon Alexa at the seat of an interviewer. Twelve apprentices, no script, no briefing, questions they couldn’t prepare for. “If your apprenticeship was a dance move, what would it be?” What came back was unguarded, individual, and impossible to direct, showcasing the true personalities and the vibe of the people at Amazon. That was the point.

The campaign made Amazon’s workforce claim credible not through what Amazon said about its culture, but through the people already inside it.

“Opportunity that I wouldn’t have got anywhere else”

– Sneha

“I got the job and I’m loving every minute of it“

– Joey (a.k.a. The Viking)

“It doesn’t matter how old you are or what circumstances you have”

– Pat