Students had an impression that working in consulting tended to be boring and purely office based, whereas in reality some of the biggest technical and organisational challenges are solved by companies like Newton. This meant the company was missing out on some of the best digital talent, particularly those studying STEM subjects. The aim was to increase the overall number of applications across a range of subjects, and increase diversity and gender in STEM applicants. The content needed to disrupt students’ existing ideas of consulting, telling real stories and showing people from all backgrounds that there is a place for them at Newton. The campaign also needed to guide students through the application process and minimise drop-outs.

After researching what made the business different, Tonic and Newton came up with a hero film ‘Let’s start doing’, reflecting the fact that teams help clients effect real change. A content series on grad skills guided students through the process, with tips on everything from online tests to what to expect on the selection day. Rather than produce a typical graduate brochure, it produced a magazine. A full attraction campaign was launched across TikTok, Snapchat and Facebook, with mini films showing candidates what it is like to work in consulting and the culture at Newton.

The campaign achieved a strong increase in overall applications, including a higher level of applications from women and ethnic minority candidates. Careers site views went up significantly and application withdrawals were reduced. Because of its success with final year university students, Newton decided to extend the campaign to first and second-year students during term time, so the company would be front of mind during the ‘milkround’ graduate fairs. ‘Grow with Newton’ is a platform designed to engage students early and add value to their time at university. It also gave away study boxes as an incentive to sign up for its landing page and communications.