Paul and Matt currently use social media in a dynamic, quirky online graduate recruitment campaign packed with personality to attract and engage with local and offshore university students, encouraging them to apply for roles with Deloitte NZ. Their current social campaign flies in the face of the public's general perception of accountants. Deloitte NZ has been extremely successful on Facebook - their page has been profiled at international conferences, as well as being nominated for and winning awards within the marketing and recruitment industries. The organisation is also across other social channels such as YouTube, Twitter, Pinterest and Google+.

1. Deloitte New Zealand’s
Social Recruiting Journey

2. © 2011 Deloitte
New Zealand, new media ...

3. © 2011 Deloitte
Social Media & Graduate Recruitment
Context …
• High graduate/intern needs and a tight campus market
• Good brand awareness but changing profile of applicants
Objectives …
• Sustainable, competitive and first mover advantage
• Capitalise on our ability to move quickly and be flexible

4. © 2011 Deloitte
Social Media & Graduate Recruitment
Why Social Media ?
• Students use it and our people wanted to use it as well
• Inevitable shift in the way we recruit so no sense delaying
Strategy and positioning
• Focus on the ‘experience’ and our people telling our story
• Creation of an engaged (self-sustaining) talent community

5. © 2011 Deloitte
Social Media & Graduate Recruitment
Kick-starting the journey
• Formal proposal to the CEO and management group
• Relevant policies created and social media ‘turned on’
Working with Engage
• Experimentation begins with an unpublished skeleton page
• Refine the brand and ‘go live’ with an internal launch

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Setting the framework

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Adding more media ...

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... and even more !

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Generating interaction

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Adding value

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Opportunity for input

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Measure of Success

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Recognition

14. © 2011 Deloitte
Social Media & Graduate Recruitment
Results
• Increase in application numbers and higher overall quality
• Initial increase in acceptance and knock on cost saving effect
Food for thought
• Resource must cover frequent content and immediate response
• Understanding and engaging the audience was and remains key

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2012 Campaign: Augmented Reality
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2012 Campaign: Community Experiments
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2013 Intern/Grad
Campaign

18. On Campus

19. Immersive videos

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Social Hub

22. Content
Strategy

23. Internal
Engagement

24. 2012 2013
413
new likes
2180
new likes
6246
views
17444
views
Results!

25. Questions?