Accenture Presentation Attraction and Marketing 15th September 2015

Accenture Presentation Attraction and Marketing 15th September 2015

Accenture Graduates
Attraction & Engagement
Strategy
A bit about us
Emma Tolhurst
Recruitment Marketing Lead –
Europe
Accenture
Alex Parkes
Future Talent Strategist
AIA Worldwide
A bit about
Accenture
Who we
recruit
Entry Routes
Numbers
Business areas and roles
Our
challenges
STEM Shortages
Diversity
Misconceptions
Campaign
Objectives
Campaign Objectives
• Aid understanding of Accenture
• Position Accenture as a leader in
technology
• Attract more females
• Attract more STEM candidates
Targets:
• C.400 top graduates every year
• 50/50 gender recruitment split
• Over 25% of graduate hires from STEM
backgrounds
Campaign
Approach
Pre-promotion of
events and
programme
applications
Brand
Ambassadors
on campus and
creating buzz
on social
Freshers
Giveaways
Autumn Brand
Awareness
Campaign (x25)
Horizons
Programme
Events x39
University
Dinners
x12
Integrated Social Campaign
SEP
NOV
OCT
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
Events run by Sponsored Societies on campus x 190 / Undergraduate Schemes & Internship Events x 30 / Inspiring Women - Event (x6 per year)
365 Real Time Recruitment Media Campaign
Brochure
Print
Paid
advertising
campaign
goes live
Attendance
@ careers
fairs (all
years - x45)
Ongoing work and relationship building with careers services
15
Media approach shift
Programmatic
Lifestyle
Niche
High Touch Brand
Awareness
Event On Campus (x15)
Pre-promotion of
events and
programme
applications
Brand
Ambassadors
on campus and
creating buzz
on social
Autumn Brand
Awareness
Campaign (x25)
Freshers
Giveaways
Horizons
Programme
Events x39
University
Dinners
x12
Innovation
Tech Hubs
Integrated Social Campaign
SEP
NOV
OCT
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
Events run by Sponsored Societies on campus x 190 / Undergraduate Schemes & Internship Events x 30 / Inspiring Women - Event (x6 per year)
365 Real Time Recruitment Media Campaign
Brochure
Print
Paid
advertising
campaign
goes live
Attendance
@ careers
fairs (all
years - x45)
Ongoing work and relationship building with careers services
17
Oxygen Bar
Oxygen Bar
The Oxygen Bar
• Four flavours of Oxygen
• Clears your mind ready
for a challenge
Oxygen Bar
The Brain Game
Stimulated 5 major areas of
the brain:
-
Language
Visual-spatial
Logic
Memory
Concentration
Oxygen Bar
Innovation Hub Tech
Cool tech from the Accenture
Innovation Hub:
- Google Glass
- Smartwatch technology
- Sports Apps
- Project Stories
Tweet photos and feedback
#Accentureexperience
Oxygen Bar
RESULTS
2,188
Students took
oxygen
2,108
Students played
the brain training
game
High Touch Brand
Awareness
Event On Campus (x15)
Pre-promotion of
events and
programme
applications
Brand
Ambassadors
on campus and
creating buzz
on social
Autumn Brand
Awareness
Campaign (x25)
Freshers
Giveaways
Horizons
Programme
Events x39
University
Dinners
x12
Spring Brand
Awareness event
(x25 universities)
Innovation
Tech Hubs
Integrated Social Campaign
SEP
NOV
OCT
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
Events run by Sponsored Societies on campus x 190 / Undergraduate Schemes & Internship Events x 30 / Inspiring Women - Event (x6 per year)
365 Real Time Recruitment Media Campaign
Brochure
Print
Paid
advertising
campaign
goes live
Attendance
@ careers
fairs (all
years - x45)
Ongoing work and relationship building with careers services
23
Mission Control
Mission Control
Mission Control
Mission Control
Mission Control
Mission Control
RESULTS
500
19,000
Entries to
the mini
missions
Engaged
users on
Facebook
63
37%
225,000
Engagement
rate
Overall
reach
Likes
7
Shares on
Facebook
110,000
434
Comments
Estimated
total vinyl
reach
High Touch Brand
Awareness
Event On Campus (x15)
Pre-promotion of
events and
programme
applications
Brand
Ambassadors
on campus and
creating buzz
on social
Autumn Brand
Awareness
Campaign (x25)
Freshers
Giveaways
Horizons
Programme
Events x39
University
Dinners
x12
Year Round Google
Hangouts &
Graduate Blog
Spring Brand
Awareness event
(x25 universities)
Keep warm
Afternoon tea
Innovation
Tech Hubs
Integrated Social Campaign
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
Events run by Sponsored Societies on campus x 190 / Undergraduate Schemes & Internship Events x 30 / Inspiring Women - Event (x6 per year)/Female initiatives
365 Real Time Recruitment Media Campaign
#InspiringWomen Events
Brochure
Print
Paid
advertising
campaign
goes live
Attendance
@ careers
fairs (all
years - x45)
Spring
Careers
Fairs
Skills sessions
run by
consultants x11
Ongoing work and relationship building with careers services
30
Inspiring Women Events
Inspiring Women Events
In November 2014, we heard from Gabby Logan.
In January 2015, we welcomed Katie Piper, philanthropist, television
presenter and former model.
Vast range of diversity initiatives
RESULTS
2014 50/50
male/female
split (3% up
YOY)
2015 female hires
tracking at 52%
Multiple awards
won for efforts in
the diversity
space
Afro-Caribbean
hires are now at
4%, an increase
on last year, and
we are looking for
an even-greater
increase this year
High Touch Brand
Awareness
Event On Campus (x15)
Pre-promotion of
events and
programme
applications
Brand
Ambassadors
on campus and
creating buzz
on social
Autumn Brand
Awareness
Campaign (x25)
Freshers
Giveaways
Horizons
Programme
Events x39
University
Dinners
x12
Year Round Google
Hangouts &
Graduate Blog
Spring Brand
Awareness event
(x25 universities)
Keep warm
Afternoon tea
Innovation
Tech Hubs
Integrated Social Campaign
SEP
NOV
OCT
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
Events run by Sponsored Societies on campus x 190 / Undergraduate Schemes & Internship Events x 30 / Inspiring Women - Event (x6 per year)
365 Real Time Recruitment Media Campaign
#InspiringWomen Events
Brochure
Print
Paid
advertising
campaign
goes live
Attendance
@ careers
fairs (all
years - x45)
Spring
Careers
Fairs
Skills sessions
run by
consultants x11
Ongoing work and relationship building with careers services
35
Top 5 learnings
1. Understand your target audience’s behaviours
2. Consider a beginning, middle and end for maximum ROI
3. A student’s peers are your biggest promoters
4. Social media to extend your reach
5. Make it measureable