Recruitment marketing / KPMG

Performance and Technology

Why

Over the last four years the Performance and Technology division of KPMG has become a strong contender in the market and offers plenty of promise for career development. To make sure they keep on growing KPMG asked us to develop a campaign that attracted their next batch of bright sparks. As well as shouting about all they had to offer, we also had to make sure we were telling the right people. And when it comes to finding the best talent in consultancy, the chances are they could be working somewhere else – so that’s exactly who we aimed to attract.

Where

After tracking down our perfect candidates, we knew a lot about their habits. That’s why we only posted print and online ads in The Financial and Sunday Times. When it came to Outdoor we kept things varied but still on target. It may have been cheeky, but we focused our outdoor ads en route to KPMG’s competitors’ offices and at major commuter spots. You couldn’t miss the massive supersite at London Bridge.

Results

• Since 2009 KPMG have actively, and successfully, recruited over 100 people
• 37 of these candidates were to come through a direct sourcing advertising campaign
• 9.3 million ads have been served
• 6016 jobseekers have been driven to the KPMG recruitment website
• 41% of job seekers converted and took action to investigate the vacancies further

The PPC campaign has generated (as of 7 July) over 173 applications, which were predominantly bands C & D.