This year, Deloitte set us the target of attracting almost 2,000 students to its range of graduate and early career programmes. Already, a variety of online, offline and on-campus marketing activities were helping to demystify the firm’s work and make it more accessible to students from all backgrounds. But this year they wanted to take things even further and get students more involved from the word go.
Recognising the role of social media in the lives of generation Z students, we decided that should be the focus of this year’s campaign. Posing topics and sparking discussions through social channels meant that we could reach a wider range of students at a broader reach of universities. To bring these conversations together, we created ‘#DeloitteDiscuss’, an always-on, multi-channel campaign that invites students to share their views on all kinds of topics – from employability, to tax, to the results of The X Factor.
Deloitte’s Facebook page became the hub of the campaign. In all, we created and posted more than 200 pieces over a six-month period, including videos, links and updates on subjects such as key skills, interview advice and using your degree. We also ran dozens of live chats and Q&A sessions – on career choices, as well as life and work at Deloitte.
On the page, we also developed a ‘Just Like Us’ app to show how interests – like politics, sport, and entertainment – relate to careers at Deloitte and applied Facebook’s targeting across the whole piece to ensure that the content was seen by a relevant audience.
The campaign reached more people at a wider range of universities than ever before. The best performing video received over 4,600 views with 19.42% of them engaging with it in some way. Overall, the campaign reached more than 793,000 people, prompted nearly 15,000 comments and shares, acquired over 4,500 fans, generated more than 16,000 click-throughs to the career site and resulted in more applications than ever before.