2015

HR Awards Best Recruitment Campaign

DISRUPTYOURTHINKING

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About Deloitte #1Consulting firm

globally (Gartner)

We will employ

Accounting Firm of the Year and Audit Firm of the Year

(Financial Review CFO Awards)

Offices across Australia

Partners and employees 2014

5915

and vacationersin FY16

grads

523Who are we?

At Deloitte our vision is to be the most inspiring professional services firm to work with – for our people, our clients and our communities.

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As an aspirational and leading Graduate employer in the Australian market, we are distinctly differentiated from our competitors.

In 2015, we set ourselves the goal of moving beyond differentiation to disrupting Talent Acquisition as it is currently known.

Disrupt before we are disrupted

Our Graduate recruitment objectives

• Enable candidates to self-select ‘best fit’ roles

• Digitise our assessment process• Be the next Deloitte ‘…and

different’ brand initiative

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The success of our ‘Disrupt your thinking’ Graduate recruitment campaign can be:

Why we are proud of our ‘Disrupt your thinking’ Graduate recruitment campaign

Measured by our

7,267

Graduate applicationsand

4,537

Summer Vacationer applications

Seen in the

7.2%

increase in applicants saying they were very familiar with what it is like to work at Deloitte Australia

Demonstrated in the increased diversity of applicants

Reflected via the

13,432

students that registered on our purpose built candidate education site ‘Your Future’, by the time applications closed on 21 April

Echoed in the testimonials of applicants, associates and our people

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Design thinking approach

Design thinking is a problem solving methodology that is particularly useful when further clarity is needed around both the problem and the corresponding ideal solution.

In collaboration with our internal Design Thinking team, we used ethnographic research, co-creation strategies and prototyping to challenge the entire recruitment process.

In doing so, we discovered that Graduates actually have little insight into what we do at Deloitte and instead stereotype us as ‘just a bunch of boring accountants and consultants’.

Graduate recruitment Foundations for impact

Facilitators: Phil Spedding & Raphael Hammel

Conversation capture 1.1

“But what do you actually do?”

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The Challenge

Change these commonly held misconceptions around what Deloitte employees do.

Budget

In a cost-constrained environment, all objectives of this season’s campaign were met within a tight budget.

Deloitte uses an in-house cross billing system when working with other departments. With 97% of our campaign budget billed on internal expertise, we achieved a significant increase in internal collaboration.

Graduate website upgrade (Your Future)

of the costs of this campaign were internal

of costs were external

Creative services for campaign development

Video development

Merchandise

With no budget for TV advertising or sponsored social content, we got creative!

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Discovery

Branded marketingCampaign marketing

Social content marketing Storytelling

Employee ambassadors

Research

New careers website New graduate websiteEmployee ambassadors

Campus eventsCampaign marketing

Branded materialsSocial platforms

Off platform content locations (GradConnection)

Application

New job search functionalityImproved application

workflowNew requisition setup

Employer brand perception survey

Branded materials

Selection

Improved candidate management workflow

Improved self management reporting

Branded materialsPipeline requisitions

Hire

New starter surveyInteractive data visualisation

of season metrics

Here’s what we proposed to our Executive for each stage of the process

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To counter this stereotype we designed a new campaign that uses storytelling to increase understanding of the unexpected things we do here.

We applied the tagline ‘Disrupt your thinking’, which had a dual effect of attracting Graduates who would simultaneously ‘Disrupt our thinking’.

Marketing campaign

#disruptyourthinking

DISRUPT

THINKINGYOUR

We used our enterprise social network, Yammer, to crowdsource authentic stories from the business – from our newest Graduates to our CEO, Cindy Hook.

Our CHRO Alec Bashinsky made the initial Yammer post, which received 83 responses, 40 likes and 10 shares. The stories became the basis for our campaign, with contributors approached to share their stories on film.View how we put these stories into action for distribution here and through the postcards distributed to students here.

Campaign content

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DISRUPT YOUR THINKING

My team valued the Sydney Opera House.

How do you value an icon?The Sydney Opera House: economic, cultural and digital value

2013 How do you value an icon?The Sydney Opera House: economic, cultural and digital value

2013

I AM AN ACCOUNTANT

NOT JUST

Videos

The entire campaign was produced internally – our own people, sharing their own stories, filmed and produced by our own teams.

I’m a bridge builder - I help span the gap between raw data and the story behind it.

I explore commercial and policy questions as part of Deloitte Access Economics, transforming perceptions and understandings on social, economic, digital and cultural levels.

I am not just an accountant.

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Videos

Our internal creative team, our Employer Brand team, and our Graduate Talent Acquisition team worked together to bring these stories to life.

Additionally, we created a series of instructional and educational videos to provide guidance to applicants at each stage of the process, featuring experts on each topic.

They included previous Summer Vacationers talking about their experiences, members of the Graduate Talent Acquisition team discussing what they look for in applications, and Partners describing what they look for in interviews.

View the video content created as part of this campaign here.

I AM NOT A

RISK ADVISOR

I AM NOT A

TECHNOLOGIST

I AM NOT A

TAX SPECIALIST

I AM NOT AN

ACCOUNTANTI AM NOT A

CONSULTANTI AM NOT A

FINANCE

EXPERT

DISRUPT

YOURTHINKING

We amplified our ‘hands on’ campus presence by becoming more available, approachable, honest and transparent.

To connect with students in a friendlier and more conversational way, we invested in t-shirts with printed campaign messaging.

For large events we adopted a concierge approach, where a staff member greeted students before directing them on to an ambassador with the most relevant information. For example, directing an accounting student to a staff member who works in Assurance & Advisory (our audit practice), so they could discover more about the area of the business and gain insight into a potential future in that team.

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In this campaign, storytelling was the primary means of engaging students to interest them in careers at Deloitte.

We trained our Graduate Talent Acquisition team and campus ambassadors on the importance of storytelling, enabling them to showcase everything Deloitte has to offer, while dispelling common myths in the market.

Many of the 254 campus ambassadors were staff featured in our campaign. They attended a detailed training session where they received a reference guide of stories from the campaign, materials to assist them with storytelling in conversation, and a t-shirt to wear on campus.

View our storytelling training for our team here.

View our campus ambassador training here.

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To help students find their right fit, we launched a new Graduate research website using our purpose built algorithm. The algorithm increases the likelihood of a candidate correctly self-selecting a suitable role for which to apply.

Featuring 35 areas of the business, this personalised tool separates us in the market, allowing students to enter their background, filter selections based on their interests, and receive information as to what areas are a ‘best fit’ for them. It includes full social integration, extensive video content, leading web design and strong user experience functionality (UX).

By educating, empowering and enabling students to discover more about Deloitte earlier in the process, students are able to better self-select potential roles, or decide if in fact they should apply for Deloitte at all.

Further, registrations on the website provide a targeted database that we use to contact students for specific future initiatives.

Visit YourFuture@Deloitte

New pre-application Graduate research website

‘The Your Future at Deloitte website is an outstanding initiative that allows students to connect with the Deloitte brand and develop a deeper understanding of the opportunities within the business to explore. By offering a tool that assists students in aligning their knowledge and skills directly to a service line alleviates many of the general concerns students face. Overall, it’s a great way for students to discover their future path.’ – Kate Riley, Careers Consultant – UNSW Business School, Careers and Employment.

New pre-application Graduate research website 1

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By reengineering the way students apply for roles, and by managing the process differently, we’ve improved the experience for our applicants and equally, improved the experience for the Graduate Talent Acquisition team.

The candidate selection workflow within our recruitment management system was rewritten to be more user friendly for the recruiter and to provide better candidate care at the various stages of the recruitment process.

Digitisation and improvements to the application and selection process

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Comprehensive, cross platform, proactive and planned communications strategy to promote the entire campaignI AM AN

ACCOUNTANT

NOT JUST

To promote the campaign effectively and engage meaningfully with candidates, we implemented a dynamic, comprehensive, and cross platform communications strategy.

Each communication, whether video, image, or written copy, was proactively designed to contain a key message, such as, ‘Build awareness’, ‘Apply now’, ‘Apply Early’, or ‘You’ve made the right choice’. We then distributed the most appropriate content at the optimal time and frequency, using the most effective channel or medium – for instance at a campus event, via social media channels, or through email marketing.

To share this campaign we implemented a comprehensive, cross platform communications strategy

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Your Future @ Deloitte website launch

Company social posts – LinkedIn, Twitter (AU Deloittian, GreenDot)

and Facebook

Employee social sharing and distribution

Yammer post

Internal intranet article

Careers website content update

Ongoing company social posts

All social channels pre-scheduled with content and key messages

Introduction of marketing video content

Your future @ Deloitte website content update

Company social posts – LinkedIn, Twitter (AU Deloittian, GreenDot)

and Facebook

Employee social sharing and distribution

Yammer post

Internal intranet article

Careers website content update

Job search careers page goes live

Email marketing campaign to registered candidates

Ongoing company social posts

All social channels, pre-scheduled with the following content and

key messages:

promote early applications

promote applications

build further applicant engagement

10th Feb Campaign launch

11th – 20th Feb Promotion of Your Future @ Deloitte

24th Feb – 3rd Apr Promotion that applications are open

23rd Feb Applications open

A summary of our communications strategy Key dates

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We introduced new ways to more accurately measure success

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We’ve introduced a fully interactive set of dashboards that provide unprecedented insights and real time analytics into this year’s Graduate and Summer Vacationer recruitment season. The increased range of filters allows us to manipulate the data to gain previously unavailable information and to prompt questions we may not have considered before. They include options to:

• Show the number of days since a candidate’s status has changed. By targeting candidates with a greater number of days since a status change, we can move candidates through the process more efficiently, while increasing candidate support and improving their experience

Launch of interactive data visualisation analytics

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• Reveal the gender split for each step in the process. The skew from the centre 50% line shows how far off our hiring efforts are from the Deloitte 50:50 gender target for Graduates and helps to ensures there is no unconscious bias occurring at a particular stage

• Chart new starters over time. These dashboards provide insight into hiring activity, highlight patterns and assist with accurate resourcing (e.g. if a particular month in previous years has a greater amount of hires, then extra resources can be allocated for hiring that month)

• Allow for more insightful questions to be asked of the data. The increased range of filters allows recruiters to manipulate the data in each dashboard in real time

Launch of interactive data visualisation analytics

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Demonstrating success

Our demonstrable success reveals how we are evolving and enhancing our employer brand and status as an aspirational student employer in Australia, and moving beyond differentiation to disruption by…

Social

Channel Impressions: 1 Feb – 21 Apr 2015 (vs 1 Feb – 21 Apr 2014)

Twitter – @AUDeloittian 3,480,505 (up 375%)

Twitter – @Green_Dot 7,359,722 (up 130%)

Facebook 445,548 reach and 2,350 Likes

LinkedIn 1,447,673 impressions

Employer brand survey

What is your perception of Deloitte as a place to work? During (448 responses) versus before (369 responses) our recruitment campaign:

I am very familiar with what it is like to work at Deloitte Australia 29.7% up 7.2%

I am completely unfamiliar with what it would be like to work at Deloitte 8.7% down -2.1%

Candidate service

‘I would just like to extend my thanks for all your assistance during the process’ – Siddharth, Summer Vacationer applicant

‘I’d like to take this opportunity to thank you for all the help and tips you provided throughout the application process’ – Tahsin, Graduate applicant

Campaign videos

9,531 views (4,583 on Facebook + 4,948 on YouTube)

Candidate education

26,883 views (13,858 on Facebook + 13,025 on YouTube)

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Demonstrating success

Delivering a remarkable candidate experience through candidate service and education

Pre-application research - YourFuture.Deloitte.com.au  

Between 1 Feb – 21 Apr 2015: 13,432 registered profiles – Goal was 5,000

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24 Jan 29 Jan3 Feb 8 Feb 13 Feb 18 Feb 23 Feb 28 Feb5 Mar

Application opening date

Number of registrations

Registration date

5000 registrations reached

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Demonstrating success

Challenging student’s misconceptions to increase the diversity of applicants

Applications:

Graduate 2015 campaign (1st Feb – 27th Apr) vs entire 2014 year campaign6,364 Applications (5,295 in 2014)

Summer Vacationer 2014/2015 campaign vs entire 2013/2014 campaign4,501 Applications YTD (2,539 in 2014)

Your Future Registrations from non-business backgrounds: IT/IS, Computer Science 2,395 registrationsEngineering 2,375 registrationsLaw 1,961 registrationsArts 1,756 registrationsScience 1,208 registrationsPsychology 796 registrations

HiresSo far for FY16 we have hired from 28 different universities

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Demonstrating success

Securing our unfair share of female talent...

Using data from LinkedIn of Australian professionals at a ‘non-manager’ level, we determined that, for our Graduate and Summer Vacationer recruitment industries, the workforce is 54% male and 46% female. In order to secure what we call an ‘unfair share of female talent’, we hired 50% male and 50% female. This ‘unfair share’ becomes even more pronounced when you examine particular segments of our business. For example within Consulting Technology, which recruits students from a technology background, the LinkedIn non-manager industry data states that 64.5% of the technology workforce is male and 35.5% male. We hired a 50:50 gender split in this department, solidifying our unfair share of female talent for Deloitte.

Demonstrating success

And… increasing internal collaboration!

Our HR and Marketing departments worked together to conceptualise this campaign. We then collaborated with our Design Thinking team to brainstorm ideas before crowdsourcing stories for the campaign from every department in the business. We called on our internal Creative and Video teams to produce the campaign’s deliverables, while our Employer Brand team and Corporate Communications team helped us to devise the best strategy for distribution – a process that proves just how diligently we strive to use the talent a campaign like this serves to recruit.

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This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively the “Deloitte Network”) is, by means of this publication, rendering professional advice or services.

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About Deloitte Australia

In Australia, the member firm is the Australian Partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms, Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 6,000 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. For more information, please visit Deloitte’s web site at www.deloitte.com.au.

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© 2015 Deloitte Touche Tohmatsu.

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