Efficiency Engine

I led communication and content strategy for Trainee Santander 2026, a bank trainee program aimed at candidates from STEM fields — the first edition with a course-specific, tech-focused restriction. Universia managed the full funnel: communication, talent attraction, recruitment, selection and hiring. The goal was to attract qualified candidates at volume while building awareness for this new, narrower program format.

It was the first time Universia managed this specific program, against an aggressive registration target and a tight timeline. The narrower STEM/tech focus was also new, a departure from broader past editions, so there was no existing playbook for reaching this more specific candidate profile in the time available.

Messaging was built specifically for the STEM audience rather than reused from other programs; the specificities of this public and the program's entry requirements called for a different tone than Universia's general trainee communication. Influencer selection followed the same cost-conscious logic as the rest of the campaign: partners were chosen for their affinity with STEM topics, combined with follower count and reach, to stretch the paid media budget as far as possible while still maximizing reach.

• 01Created campaign concepts from the ground up for the program's first STEM-focused edition
• 02Wrote social media posts, email copy and landing page copy
• 03Coordinated relationships with the influencers who promoted the program
• 04Operated the paid campaigns and monitored paid media performance across Universia's and Santander's own channels