Ditch the Commute: New campaign encourages Brighton talent to stay close to home

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May 2017 | Previous | Next

- New recruitment initiative challenges idea that London is the only place for a great career
- Music video featuring Professor Elemental encourages professionals to ditch the commute
- Daily Brighton to London commuters each lose a minimum of 650 hours every year
- Regardless of strikes, 73% of Southern Rail commuters experience delays on a daily basis
- Brighton’s growing digital economy is now worth a staggering £1 billion a year

Brighton digital agency, Propellernet, and membership organisation for digital businesses, Wired Sussex, have teamed up with local talent to produce a music video to promote the city’s exploding digital scene and convince local commuters to trade in their train tickets for a career in Brighton and Hove.

Starring chat hop artist and local legend Professor Elemental, the music video salutes the energy, grit and perseverance of commuters travelling to London, whilst challenging the misconception that London is the only place where you can have a great career in digital.

Research by the Association of British Commuters (ABC) found that 73% of commuters experienced delays on a daily basis, whilst a further 43% experienced cancellations on a daily basis. Of the 1,000 respondents surveyed, 91% said they were highly unlikely to recommend Southern Rail, attributing the delays to a “deterioration in quality of life”, “a strain on relationships/marriages” and a major cause of having “less family time”.

Plan your escape – there is another way

On average, Brighton commuters lose more than 650 hours each year by commuting on the train to London, and an annual season ticket costs a whopping £5,340. Brighton’s ever growing hub of award-winning digital agencies is now worth £1 billion a year, and the new recruitment drive aims to encourage talented professionals to positively rethink their career choices by choosing to work in Brighton and Hove instead.

Nikki Gatenby, MD of Propellernet, said: “We want to remind people that they choose to live in Brighton because it’s one of the best cities in the world. We applaud commuters for getting on the train every day, but why not ditch the commute and spend more time here? There is a whole host of industry-leading and innovative organisations in Brighton and a career move closer to home should be seen as progressive, not regressive. Propellernet’s ethos to ‘make life better’ stems from the importance of a healthy work-life balance, put simply: you shouldn’t sacrifice your personal life for a job.”

Composed specifically for this campaign, the song pokes fun at the common and often infuriating aspects of the daily commute – from not getting a seat and strangers falling asleep on your shoulder, to soldiering on through delays and cancellations. Playfully using the tag line ‘plan your escape’, Propellernet and Wired Sussex hope it will be just the ticket to get more Brighton and Hove residents to think twice, and ditch the unnecessary commute once and for all.

Phil Jones, MD of Wired Sussex, adds: “When we talk to digital organisations in Brighton they say that finding the right people with the right skills is their biggest challenge, but so many talented people come to this city and stay here because of the quality of life. We hope that our partnership with Propellernet will attract more talent to the region, as well as retaining the fantastic people that already reside here.”

Take a look at the video here http://www.propellernet.co.uk/careers/

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