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Getting into the
minds of the
‘Wired Differently’

When Schneider Electric needed to attract Services Representatives we focused on understanding this critical, but
often misunderstood, talent group.
Client
Schneider Electric
Headquarters
Rueil-Malmaison, France
Industry
Energy Management & Industrial Technology
The Challenge:
Filling hard-to hire, business-critical roles

In early conversations with Schneider Electric’s global talent team, we learned about the company’s ambitious growth targets. They’d defined key talent groups that would get them there, including Services Representatives, often described as the faces of Schneider Electric.

Services reps keep essential infrastructure running and solve complex customer problems in real time. Without them, growth targets simply couldn’t be met.

But internally, hiring conversations focused on challenges like unpredictable hours, constant travel and high pressure. As a result, external messaging was often soft and generic, or avoided these realities altogether.

The Challenge:
Most brands start with messaging. We start with behaviour.

We began by analysing internal data as well as speaking directly to people in Services including reps, leaders, hiring managers and talent teams across all regions. This insight-led approach meant we moved beyond assumptions and got to the heart of what made them tick.

The Creative Idea:
Not just a job. A mindset.

What Schneider had traditionally framed as recruitment challenges – constant travel, lone working, early starts and complex environments – were often the very things these employees loved most. Not despite those realities, but because of them.

That insight became the foundation for our Talent Value Proposition and creative platform: “We’re Wired Differently”.

The idea worked on multiple levels. It reflected the mindset of the people Schneider needed to attract: independent, curious, hands-on problem-solvers who are energised by challenge and variety. It connected naturally to Schneider Electric’s role as a company powering and maintaining critical infrastructure. And it gave Service Representatives something rare in recruitment marketing: a campaign they genuinely recognised themselves in.

Rather than trying to appeal to everyone, the campaign deliberately spoke to a specific type of person. If the idea resonated with you, there was a good chance you were wired differently too.

Because this wasn’t just a story about the work. It was a story about the people who choose it.

Impact:
Real business results and a platform that keeps delivering

By grounding the campaign in real employee insight and sharing authentic day-in-the-life stories, we created an employee experience that resonated and converted:

  • 163% increase in applications
  • 30% increase in acceptance rates
  • 7% reduction in time to hire
  • 8x increase in engagement and click-through rates globally

And the work didn’t stop at launch. “We’re wired differently” continues to scale across markets, giving local teams a platform they can adapt, while staying true to what makes this audience different.

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