About the campaign
KPMG UK wanted to do three things with its graduate campaign: create meaningful experiences, bring ‘Our KPMG’ to life on campus, and help the consulting company stand out from the crowd. The campaign was split into two parts for Autumn and Spring –a ‘mentor match’ where 10 mentors would be matched with 10 students, and secondly a donation of 20,000 books to schools through event sign-ups.
Mentees were matched to a diverse group of KPMG employees by entering a prize draw, billed as a chance to see the ‘future me’ at the firm. A series of videos showcased the idea as well as different key aspects of working at KPMG such as its commitment to environment, social and governance (ESG) goals and its tech expertise. Mentors sent out videos of themselves to all candidates to give an idea of day-to-day life at the company. Candidates were directed to two landing pages where KPMG could capture data about potential talent.
Both programmes achieved above the desired female-male gender split, and 2022 graduate offers were higher than 2021 in all target metrics including Black heritage, disability and long-term health conditions. KPMG climbed two places in The Times Top 100 graduate employers list to number 8.