How to
win the

The EY graduate recruitment story

EY set themselves some bold graduate recruitment targets in 2016 – a 100% increase in completed applications being the boldest. Their research confirmed that the firm was trailing its competition in the competitive grad market, so they partnered with Atomic DNA to help them reverse the situation. From the get-go, we loved their ambition, honesty and willingness to challenge the status quo. Collectively, we resolved to develop the best grad campaign in the market.

Our team conducted extensive qualitative research and saw the opportunity to strongly differentiate EY based on key qualities – its diverse workforce, its people-oriented culture, its international structure and its strong consulting heritage. Our campaign proposition ‘Is this you?’ captured EY’s unique focus on the person before the firm and resonated with both internal and new audiences.

As befits the audience, our campaign took a completely digital, social and mobile approach. We produced 18 short and punchy social videos that stripped away cringey interviews and jargon in favour of a bright, fun and human tone.

Working with the EY team, we helped them galvanise the entire firm behind the message and campaign – right down to personalised digital avatars for all the recruitment team. Internal advocacy became a major driver of traffic and enagement.

“Creating an authentic, socially led campaign exceeded all our objectives and helped us win Graduate Employer of the Year for the first time. EY and Atomic DNA worked as genuine partners to create something really unique.”

Caroline McAniff, Head of Recruitment, EY

The campaign helped propel EY back to its rightful position as a leading graduate employer. All target KPIs were smashed with completed applications increasing by 234%. Website visits increased from 7000 in 2015 to over 18000. Most rewarding though was joining EY in celebrating winning Graduate Employer of the Year, Best Student Marketing Campaign of the Year and 3 other Grad Ireland awards.

If you are trying to attract the best graduate talent, take the time to get in touch for an initial discussion with our team.

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