Challenging Recruitment AGR Awards
The Association of Graduate Recruiters
Graduate Attraction Strategy Award 2015
The winners of AGR’s 2015 Student Recruitment Awards were announced on Monday 29th June at Birmingham Symphony Hall. The AGR Awards aim to reward the best practice in the graduate recruitment industry and are judged by panels of experienced professionals. In line with this month’s theme, we share on this double-page the summaries of the three shortlisted entries to the Graduate Attraction Strategy Award 2015…
Award Assessment Criteria Vision – Clarity of what the attraction strategy was and key objectives that success was measured against Description of key elements – Extent to which the strategy was executed with consistent messaging and made best use of the chosen channels
Support – How effectively key stakeholders were involved in formulating and executing the strategy
Impact – Quantitative and qualitative evidence of achieving original strategy objectives
Accenture supplier partner: AIA Worldwide
Vision: Accenture is a constantly evolving business. So we needed to constantly evolve our strategy to reach the best and brightest talent at UK universities and ensure our firm is at the forefront of their minds. We needed a multi- layered campaign that could evolve and respond to any changes in our demand, allowing us to scale up or back our hiring needs throughout the year.
We achieved this through ‘Evolve Yourself’. ‘Evolve Yourself’ provided a consistent message to students no matter where they were in the hiring process. It positions Accenture as industry innovators who could help its people grow, personally and professionally. The message had real oomph: Accenture’s state-of-the-art thinking and technological know-how helps its client and its graduates get better at what they do.
10 Graduate Recruiter |
www.agr.org.uk
Key Elements: We wanted to raise our profile with all our candidate audiences, particularly female students and those from a STEM background. We did this through a number of initiatives: • Oxygen Bar: The Oxygen Experience fed students a choice of four flavours of oxygen to test their senses. Students had the chance to take part in a brain game on an iPad. This was a golden opportunity for students to ‘play’ with all the cool tech from our Innovation Hub.
• Keep Warm Initiatives: Afternoon Teas to engage with female analysts before they joined.
• Inspiring Women Events: Women heard inspiring stories of successful women in their fields.
• Mission Control: A 48-hour experience event, learning opportunity and assessment centre.
Support: The strategy was to deliver innovation at its very best through a phased campaign that ran from February to June and spanned multiple channels - online, offline and, most crucially, on campus. We needed our key internal stakeholders to be engaged in our strategy.
Impact: • 2,188 students took oxygen • 2,108 students played the brain training game
• Half of graduate joiners over past two years have been female
Accenture achieved a 225,000 overall reach.
WINNER
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