KPMG’s employer brand ‘To Imagine, Is To Do’, meant it could tell powerful stories, but often these focused on the ‘do’ part and explaining roles, rather than showing the real human connection between the firm and its clients. Working with Pink Squid, it wanted to use a format that showed employees’ individuality rather than making a hard recruitment call. It used the creative rationale that colleagues bring themselves to work every day; that their unique perspectives and life experiences are important; and that both their home lives and work lives can shape KPMG.

Using a hand-held camera style, the ‘Come as you are’ campaign featured a series of human-centric videos that showed different aspects of the brand, delved into employees’ passions, and demonstrated that personal needs and ambitions can complement people’s work and professional success at KPMG.

The videos were launched on YouTube to raise awareness of various roles in KPMG, and were also used as part of early career campaigns such as its graduate recruitment push. Melanie Hirst, Head of Brand & Attraction at the firm, said the films “brought to life the many ways that KPMG supports you in ensuring you can be yourself, and work in a way that works uniquely for you, and for the business”. They have attracted millions of total impressions, and an impressive number of interactions and click-throughs to apply.