Deloitte’s Graduate Marketplace is a competitive one. Each of the ‘Big 4’ are fighting for the attention of, and hearts of, a specific talent pool of smart, ambitious graduates.
To cut-through the competitor set and attract the right talent, we needed to find and communicate Deloitte's defining difference.
Through insights from our LOVE NETWORK (graduates who are likely to apply for ‘the big 4’), we learnt that big organisations like Deloitte can be perceived as places where ‘people feel anonymous’ and are ‘just a number.’ We learnt that top graduates want an employer that can deliver on their hunger for career progression, while satisfying their need to make a positive impact on the world around them. However, to many graduates, an employer that offers potential success in both of these areas, can feel unrealistic to achieve.
Today, to young people, success is much more than a pay check or a fancy job title. Like many things, young people have totally reappraised what success means to them.
From speaking with Deloitte's young staff to its leaders, we learnt that Deloitte's culture delivers on many of young people's needs. Where it falls short, Deloitte was committed to changing that to future-proof its organisation and attract the very best talent.
Taking what we know about Deloitte's amazing culture and young graduates real definition of success, we unlocked the insight that led to our creative idea: SUCCESS IS... Our guiding creative statement was: We are dedicated to making an impact on business by making a positive impact on each other. When you succeed, we succeed.
The overarching creative aesthetic was a simple, text-focused visual. We used disarmingly honest language that was unexpected from a company like Deloitte. The language was designed to intrigue, excite and connect with the target audience.
AD: When it comes to standing out on social, with impactful ads, we knew that people are tired of overly cluttered ads. For this campaign, words really matter. Music matters too. Deloitte, through the ad, needed to be culturally relevant. We moved away from elevator music to a more relevant, current soundtrack.
PRINT: Our copywriters devised a series of fun rhyming couplets which summed up areas of the Deloitte business. The key was to keep it all about the message and make it simple. The ads were place in key media and printed materials as well as used for collateral for all of Deloitte's graduate activations.
WEBSITE: Our creative team reimagined the Graduate portal of Deloitte's website - stripping it right back to the most important, visually cohesive messages - all aligned to the master creative direction.
GRADUATE FAIR: Our new Events Team integrated the creative thinking into the XP activation at Grad Ireland, Ireland’s largest graduate event, bringing the brand’s story to life in a real-life, engaging context.
Internally at Deloitte, internal energy and engagement from all people across the business was at an all time high.
The results delivered success smashing KPIs, winning awards and attracting more quality graduates to Deloitte.
Deep Breath... As we throw ourselves into the 2018 plans with the team at Deloitte to strengthen it even further!