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Creative

Torrens University Australia Sets Students on the Right Path With ‘Career Crush’

Via VCCP Sydney and Lash, the online quiz reveals prospective students’ personal strengths, passions and aspirations to match them with careers and courses

Torrens University Australia Sets Students on the Right Path With ‘Career Crush’

One of the toughest decisions young people face is what to do after they graduate, and a recent study revealed over 43% of school students don’t know what that is. With career adviser resources too stretched to provide the help they require, students are in dire need of tools that can help steer them towards careers that will genuinely suit their personality and life aspirations.

Jacky Winter’s Georgia Perry brought the quiz to vibrant life through her charming illustrations, while SomeOne designed the interface alongside digital agency Lash who built the experience.

The online tool was produced during the Covid-19 restrictions, demonstrating great ingenuity of all involved. Rion Shelley, head of brand, Segment & International at Torrens University, says: “One of the biggest impacts of Covid-19 is that due to the cancellation of national Career Expos, we’ve lost the ability to engage with prospective students in person. This quiz provides an insightful and helpful tool for us to reach out to these students in a meaningful way. It’s not only an immensely shareable experience, it’s also uniquely grounded in science.”

The quiz was specifically designed to address key pain-points for school leavers, Beth Duddy, VCCP CX director explains: “When working closely with students we found that a lot were having to juggle the stress of Year 12, with the anxiety of figuring out what they wanted to do for a career.”

Capturing attention-spans in a crowded content landscape poses a challenge, Duddy says: “Gen-Z have a very much 'show me don't tell me' mentality, this really informed the design of Career Crush. In order to serve them personalised career matches within minutes, we developed an algorithm that identifies passions, strengths and skills to match students to a bespoke Career Crush, aligned to Myers & Briggs’ 16 Personality Types.”

Career Crush not only delivers a personality profile, compatible careers and courses, but also throws in a few Spotify playlists, personalised podcasts and bespoke recipes - perfect food for thought when planning those next steps towards your dream career.

Rion Shelley, summarises: “Career Crush provides utility beyond what other universities recommendation tools provide, and it does so in a modern and contemporary ways that really connects with our audience. We’re delighted with what we’ve been able to achieve in partnership with VCCP by having brand, comms and CX all under one roof.”

Take the quiz here.


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Client

Client: Torrens University Australia

Head of Brand, Segment & International: Rion Shelley

Senior Marketing Manager, Schools: Priscila Portela

Marketing Executive, Schools: Ayse Sutunc

Agency

Creative Agency: VCCP Sydney and SomeOne Sydney

Managing Director: Suzie Roberts

Client Partner: Rosie Brennan

Creative Director: Paul Sharp

Associate Creative Directors: Kat Topp & Jess Roberts

CX Director: Beth Duddy

Creative Services Manager: Tabitha Brenchley

Design agency

Design Agency: SomeOne Sydney

Creative Director: Tom Dabner

Senior Designer: Romelle Menezes

Project

Illustrations: Georgia Perry

Artist Representation: Jacky Winter

Digital Development: Lash

Managing Director / Founder: James Chung

Head of Strategy / Partner: Sam Heiligers

Technical Director / Co-Founder: Shinsuke Nakayama -

Interactive Designer: Ayumi Bruce

Category: Media and Entertainment , Online