Despite being one of the UK’s largest graduate employers, KPMG had a reputation for being corporate and formal. This meant many students, including women, people from Black heritage and those from lower socio-economic backgrounds, were put off from applying. In 2024 the consulting firm decided to make a long-lasting impact on campuses by creating meaningful experiences with those audiences, in person.

At Sheffield Hallam University, which has the highest proportion of students from under-represented groups and has never had a successful KPMG applicant, it decided to host its first Personal Brand Day. After planning with stylists, influencers, career advisors and photographers, the event was promoted across digital, social and external media. It included a CV workshop, ‘future you’ quiz, 360-video profile videos, digital ads and a headshot booth.

Before and after the event, KPMG carried out extensive research into Sheffield Hallam and nearby universities – awareness of KPMG more than doubled at Sheffield Hallam, showing the importance of a quality, in-person experience at graduate events. More than 1,900 people visited the personal brand landing page, and there have been 127 new talent sign-ups so far. Following this success, the firm will roll out Personal Brand Days to multiple campuses across the country.