Every year, KPMG recruits thousands of graduates across a range of business divisions from tax to technology. But during the pandemic it realised that student behaviour had changed, making it hard to predict peaks in the recruitment cycle. Its objective was to create meaningful connections with diverse and under-represented audiences, by developing memorable experiences digitally, and on campus. It also wanted to build KPMG’s reputation among non-final-year candidates, to engage with them when they began applying for jobs.

It came up with the employer brand creative ‘To Imagine, Is To Do’, which encompassed five pillars – do work that matters, come as you are, thrive with us, learn for a lifetime and make your mark. Research showed that candidates responded to speed to offer, and whether someone had made a connection with them during the hiring process. The campaign would show relevant roles all year round so that the company could fill roles flexibly and respond to applications. This included online assessment centres, a ‘Future Me’ mentoring initiative and a summer Student Talent Community. Videos showed real employees displaying their strengths at work, but also their outside interests.

The campaign exceeded expectations in terms of hires, and applications among Black heritage candidates increased. KPMG received applications from well over its target number of universities, attracted a high proportion of female mentees for its mentor match programme, and created a pipeline of thousands of registrations for future applications. All graduate candidates received their outcomes within 48 hours of attending a virtual launch.