About the campaign
Law firm Allen & Overy (A&O) wanted to convert more prospective candidates into applicants, showing graduates more about the kind of work the firm did and the kind of people that worked there, despite the challenges of the pandemic.
A&O’s digital graduate campaign focused on three themes: human, holistic and accessible. ‘A&O and Me’ showed powerful personal stories of existing employees, delivered via Instagram and also hosted on the careers site. Another content series, A&O Explained, was designed to help the target audience understand A&O’s different business areas. ‘Ask the recruiter’ offered a series of informative videos on topics such as how to approach an interview or virtual networking.
A&O also launched a career podcast to help law students navigate the complexity of the recruitment landscape. Thanks to this range of engaging content, website sessions on its careers site increased impressively on the previous year, and there was a subsequent increase in applications, particularly from under-represented groups.
Our judges said the creative was content-rich and gave applicants the chance to see the firm from different angles. “Strong honest films of graduates and how different people can succeed at A&O” said our panel.