KPMG

Extraordinary moments

High calibre Chinese students attending the top universities in Hong Kong, China and overseas are highly sought after by leading employers like KPMG.

Physically connecting with these students across such a vast geographic area can be time consuming and extremely costly so we wanted to explore how we could leverage technology to create a virtual careers experience for students.   

We created a 3-day virtual career event that would enable students to find out more about working life at KPMG. The, smartphone enabled, site could be accessed from anywhere and at any time to fit with time zones and to make it easy for students to fit it in with their study schedules.  

The event was promoted via a 3-month social media campaign on Facebook and WeChat. 

Understand

We wanted to ensure that KPMG was able to reach its whole target audience i.e. Chinese students, located in HK, China, UK, US, CA, AU, and from target universities. So we started to think about:

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How we could reach out to such broad audience but at the same time very targeted

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An event which can cater all time zones

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Cost effective and engaging activity

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Accessible anywhere

Engage

We created a multi-channel attraction campaign that promoted a mixture of recruitment events, live chats and content to our target audience. This included:

Video content: celebrating all of the ‘Extraordinary moments, Extraordinary people, Extraordinary opportunities’ at KPMG

3-day virtual career event: promoting the brand, introducing the culture, encouraging conversation and sharing stories

Animated video: showcasing KPMG’s EVP and bringing life to the message of ‘KPMG is the clear choice for you.’

Creative games: engaging students at all campus talks

3-month social media strategy: driving awareness, engagement and followers

Inspire

94.5% of campus talk attendees said they were attracted to join KPMG

36% growth of Facebook page likes in 2 months

29000
graduates registered at the Virtual Career Event

2700
CVs received

12241
video views on social media

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