Every July, Deloitte opens the application window for its graduate programme. But with the approaching holidays vying for their attention and no looming deadline to spur them on, few students actually get around to applying before they return to university after the summer. This, of course, creates administrative headaches for the recruitment team who are forced to process more applications in a shorter space of time. And because roles are offered on a first come, first served basis, quality applicants are often denied their first choice.
Focusing on students’ risk of missing their perfect opportunity, our ‘#1stDibs’ social campaign encouraged students to get their applications in early. To create a little intrigue before the big day, we used the cover photo of Deloitte’s Facebook page as a countdown timer and posted a fun teaser video. We then gave students the chance to claim ‘#1stDibs’ on a series of ‘shared experience’ prizes that linked to Deloitte services or partners and tied in with the students’ own summer holiday plans.
As well as encouraging students to respond to the posts and tag their friends – bringing them into the conversation, we also sent out targeted emails, and used our network of campus ambassadors to hand out fliers with sherbert Dib Dabs.
The campaign made a real impact with 886 new fans for Deloitte’s graduate Facebook page. In all, it reached 289,513 fans, up 58% on the previous month, and the number of likes, comments and shares increased by 34% to 4,792. In terms of actual July applications, the number jumped from 784 in 2014 to 1100 in 2015 – an increase of some 40%.
We wanted to create a social media movement that would promote the great opportunities at Deloitte and send a message that Deloitte recognised the hard work students had put in throughout the year. We feel that #1stDibs absolutely did this!