In order to capture the attention and imagination of people who weren’t necessarily considering EY or a new job, we knew we’d have to look beyond traditional recruitment marketing methods.
So we developed a new model, built on continuous media analysis and social listening, and an ongoing engagement programme fuelled by great content. We’ve set up a process and team that we call the ‘Content Engine’ to capture, create and publish a constant stream of interesting and useful content across every digital channel. This is complemented by paid advertising that has evolved to become much more targeted, serving up relevant content to specific niche audiences.
At a campaign level our ‘Better Connected’ initiative used primary research amongst candidates, and a partnership with Julia Hobsbawn - the world’s first Professor of Networking at London Business School - to create great content, broad press coverage, lots of social engagement and applications that were well beyond our targets.
- The new model has changed the game at EY. We’re delivering many more applications at a significantly reduced marketing cost per hire.
- We’re building a growing ‘talent’ community who are signed up to our social channels and newsletter.
- Shortlisted for two categories of the industry’s biggest awards – The RADs.
- We’ve taken EY as an employer into the earned media space with spectacular results. The ‘Better Connected’ campaign earned us coverage in everything from The FT to The Guardian, City AM, The Mirror and many more.