About the campaign
Assurance at EY is known for delivering audit, advisory and forensic services for clients, but it’s an industry where candidates often have multiple job offers. EY needed to ensure existing employees could become ambassadors for its employer brand.
EY worked with a group of 10 partners to come up with a bespoke solution for employee advocacy, running workshops on how authenticity and personality can drive engagement. It encouraged them to build their own personal brand, and within three months, the partners had created a range of social posts, gained new followers and achieved many reactions. On the back of this success, EY expanded the project to include Assurance leadership and management teams, delivering training and introducing dedicated hashtags to track success.
The company took a sample of participants and found that average reactions to brand posts grew significantly after working with them on advocacy. Many have been approached by recruiters or viewers have remarked on the new approach. EY is now expanding the advocacy approach to “Champions for Tax and Law” and “Sustainability Ambassadors”.