2. Audience

Curious, innovative thinkers.

We are targeting graduates who exhibit academic excellence from top universities, exceptional problem-solving capabilities, and significant leadership potential. Ideal candidates are typically in their early to mid-20s, aligning with the age range of recent university graduates.

Additionally, innovative thinking and specific technical skills relevant to the consulting domain are sought after. We are seeking candidates who bring a wide range of perspectives and solutions to our clients’ challenges.

3. The Reality

Skeptical.

Today’s top graduates, especially those in high-demand fields, are inundated with generic messages and claims from potential employers. This has led to skepticism towards traditional recruitment tactics used by large firms.

4. Introducing ‘You, Us & Work’

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5. Rationale

Demand for Authenticity: Young professionals prioritize authenticity and transparency. They seek out employers whose actions and communications reflect their stated values and culture.

Innovation as Differentiation: By deploying visually engaging and content-rich media, Strategy& can demonstrate its commitment to innovation—not just in business solutions but also in its approach to attracting talent.

Breaking Through the Noise: Traditional recruitment methods often blend into the background. Unusual and eye-catching content can differentiate Strategy& by offering intellectual engagement that resonates with sharp, curious minds.

Targeting the Right Audience: The use of sophisticated content also helps in self-selecting the audience, as it appeals directly to those who value creativity and intellectual challenge, traits highly regarded at Strategy&.

6. Approach

Our goal is to captivate the attention of potential recruits through innovative and engaging content strategically placed in their social media feeds.

How will we do this?

Micro-Targeting: We will use analytics to tailor content for our audience, ensuring relevance and increasing engagement rates.

Content Diversity: Develop a variety of content themes and styles.

Creative Storytelling: As each piece of content is viewed, audience curiosity will lead users to an equally compelling dedicated microsite. This site will elaborate on Strategy& as an innovative leader, different from competitor firms.

By positioning itself as a thought leader and an innovator through unique recruitment strategies, Strategy& not only stands out from competitors but also aligns more closely with the aspirations of top-tier graduates who are critical thinkers and seek workplaces where they can genuinely make an impact.

The Campaign Ecosytem

The campaign will be built around the hero content, a 60 second video and supported by strategically deployed targetted micro-content and a information rich, engaging, recruitment microsite. 

7. Execution

Phase 1: Awareness: Launch a teaser content on social platforms  — ultra creative visuals designed to stand out visually and substantively, directing traffic to the microsite.

Phase 2: Engagement: Via microsite visititation, we roll out the key messaging, main video and more.

Phase 3: Conversion: On the microsite, include clear calls to action, such as “Join Our Team”, “Learn More”, or “Apply Now”, with a simple and straightforward application process.

8. Thought provoking micro-targeting content… lots of it.

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9. Continue the conversation with a compelling and engaging microsite

In summary, this concept leverages dynamic, targeted content to resonate with top-tier graduates where they spend their digital lives. By using cutting-edge visuals and tailored storytelling, we captivate young professionals, sparking genuine interest and engagement.

Thank you for your time and we look forward to discussing the further development of these ideas with your team.