About

Sony is a global manufacturer of audio, video, communications and information technology products for consumer and professional markets. Sony Europe’s headquarters are in Berlin.

Objective

Sony wanted to add a new element to their Graduate Programme, encouraging their graduates to collaborate in groups and apply their business skills to make a real contribution to a social project, whilst aligning with Sony's CSR values and highlighting transferable inter-personal skills.

Solution

Impact created a unique intervention collaborating with Sony’s existing community partnership with streetfootballworld, identifying three community football organisations in need of business development support. The European graduates and the community partners worked together for a two-day launch event that introduced a five-month business project carried out virtually.

Working in partnership they identified new revenue generating activities which were vital to their financial sustainability, and demanded the graduates applied their business skills into a new business and cultural environment.

Result

'We had the highest ever retention for the programme, which was 93% or every graduate who wanted to stay within Sony did so. An added benefit was that we developed a new selling point for our graduate programme, which we believe directly contributed towards a significant increase in applications for the graduate programme this year.’

Richard Bennett
People & Organisational Development Manager - Sony