50% more graduates turned up to see KPMG
The beginning
When you need to attract, engage and recruit 600 high-calibre graduates into a variety of graduate positions across the UK, you really need to stand out from the other big 4 professional firms. On top of that, the sheer number of roles available meant that we had to develop a campaign that bridged the full range of marketing channels. In partnership with KPMG, we decided that the best way to achieve it would be to be up front and honest about the reality of working at KPMG and the opportunities available. In other words, ‘To tell it how it is’.
The middle
Our research confirmed that KPMG’s employer reputation has a number of key differentiators: the people, the friendly culture and that they live up to their promises and values. To get the KPMG message across in a creative, yet simple way, we ran a campaign called ‘Straight Talking with KPMG’, which ran at 30 target universities.
The rationale for this was simple. Tell it how it is. There is no need to dress up the truth or make up facts. KPMG is a fantastic place to work and here are the facts to prove it. And we proved it across a wide range of marketing materials, from our ‘Just the facts’ brochure through to a website, online advertising and ‘Straight Talking’ events.
The end
Where do we begin? Well, possibly with the 50% increase in candidates attending KPMG’s on campus events. Over 500 offers were made during the first four months, there was a sharp increase in traffic to KPMG’s website, the campaign enjoyed award nominations and wins across the board including a commendation for Best Graduate Campaign from the RADS, and the work was requested by KPMG recruitment teams as far away as New Zealand.
