2023 was a challenging year for many businesses and individuals. In this context the Employer Brand team decided to pivot its approach to include more internally-led work, creating new channels for its stories and extra value for stakeholders.  

Stories were key. Research had shown that there was no single reason why people chose to join and stay at EY so the team worked with partners to come up with an integrated campaign using the ‘That’s why, EY’ line – starting with 10 EY people telling their individual stories, challenging some assumptions about EY and the people who thrive there. Diversity, equity and inclusion played an important role in amplifying the brand, and this remained a strong theme in This is my EY. Based on a specific LGBT+ brief from the business, the creative team developed a video that would challenge assumptions but also genuinely represent EY, with every cast member an employee. This same powerful and emotive story-telling style was also used to drive sign-ups for its sustainability talent community using a series of five ‘Better Futures’ stories which focus on EY’s work in sustainability. As a growing field it can be misunderstood and these real-life stories help make sense of sustainability and the impact EY can have. 

With great stories to tell, the team turned attention to mobilising Advocates to create deeper engagement, improve trust and drive amplification. Pilot programmes in Assurance and Northern Ireland provide the blueprint for a larger plan to roll out in 2024. Work for Northern Ireland went beyond advocacy, supporting the high-profile announcement of 1,000 new roles being created by using mural artists, reverse graffiti and prominent out of home advertising to deliver over 400 news stories, including on the BBC. 

By continuing to sharpen the insights they offer the business, the team is able to add more and more value – raising their reputation and creating new opportunities.

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