About the campaign
The EY UK and Ireland Employer Brand team is a group of creators who aim to share why EY is a great place to work. In 2022, hiring plans changed alongside a move to the hybrid space for employer branding initiatives. The team worked through these changes to deliver multiple high-profile campaigns, helping EY recruit more than 7,000 new starters. In 2022 the Employer Brand team doubled in size, meaning the company could power up how it attracts talent.
It focused on three key areas of delivery: experienced hire, student recruitment and digital and social. For experienced hires it looked at widening its brand reach with non-traditional talent, delivering more than 20 social media campaigns, creating new digital brochures, launching two new podcasts and publishing a host of people stories. Student recruitment experienced a more insights-led approach to employer branding with a new video campaign called EY Unpacked. EY also revamped its digital offerings to drive more opportunities through its careers website.
During 2022, there were more than 1.5 million visits to the EY UK careers website. To remain innovative it enhanced its artificial intelligence bot, the Watson Candidate Assistant, for experienced hires, so it could better match candidate CVs to jobs. For students it has enjoyed high engagement levels with its chat function with seven live chats hosted, hundreds of questions and replies and more than 500 candidate subscriptions. To date, the team has helped recruit more than 7,000 new hires and the new model has generated significant savings in external creative agency spend.