Experiential marketing is a form of advertising that helps consumers experience a brand. Learn from PwC how to strengthen your company’s brand as an employer of choice by creating easy to execute experiences and programs that give candidates insight into your organization’s culture. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf

1. Building your brand through
experiential marketing
Rod Adams, PwC US Recruiting Leader
Sondra Dryer, PwC US Recruitment Marketing leader

2. What is experiential marketing?

3. A form of advertising
that helps consumers
experience a brand.
Focuses on
immersing the
consumers into the
product.
Goal: to form a memorable connection
between the consumer and the brand
to generate customer loyalty and
influence behavior.
#intalent

4. Key takeaways
Building a business case for investment
Strengthening your company’s brand by creating
experiences that give candidates insight into your culture
Using digital platforms to create authentic relationships
with candidates
#intalent

5. Recruiting landscape and strategy
Rod Adams, PwC US Recruiting Leader

6. Experienced recruiting landscape
• Experienced recruiting hiring numbers
• FY13: ~3,500
• FY14: ~4,800
• FY15: ~5,400
• Focusing on new channels for talent
• Leveraging social media tools for recruiters
• PwC Open University
• Continuing education
• Free CPE credits
• Professional insights
#intalent

7. Campus recruiting landscape
• Campus recruiting is growing rapidly
• FY13: ~8,200
• FY14: ~9,200
• FY15: ~10,000
• Strong focus on early identification
• Emerging talent pools (ie. STEM)
• Building PwC’s brand reputation – not
just your parents’ accounting firm
• More than one path for career
advancement
#intalent

8. PwC on campus
Our people are our product
Reasons Candidates Accept:
1) Fit / Culture 2) People /Relationships 3) Reputation / Brand
#intalent

9. Relationships are the key to our success
#intalent

10. Recruitment marketing
Responsibilities
PwC US
Careers Social
Media
Websites –
Campus &
Experienced
Employer value
prop messaging
Campus and
Experienced
microsites
Advertising
(digital and
print)
Collateral
Student
programs
(environment)
Personal
Brand/
CareerAdvisor
Program and
school Apps Giveaways Public relations
Other
recruiting
events
…among others! #intalent

11. PwC experiential marketing examples
Sondra Dryer, PwC US Recruitment Marketing Leader

12. Guiding principles
First impressions matter
Focus on issues that are authentic to PwC’s culture
Give candidates insight into working at the firm
Focus on the student’s needs and wants, not PwC’s
Leverage multiple channels, to get the broadest reach
#intalent

13. Points to consider
Opportunities
• Our people are our greatest marketing
asset
• PwC is recognized nationally for
training and development
• PwC understands millennials – 80% of
our workforce by 2016
• Many success stories of individual
career paths
Challenges
• Recruiting at more than 150 schools
across the country
• Bandwidth of our recruiters
• Bandwidth to support at the national
level
• Budget limitations
#intalent

14. Let’s focus on what we do best
Choosing the platforms to leverage
Career growth and development
Personal brand
Leadership development
#intalent

15. Scalable options
1. Go big or go
home
(large)
2. Build into an
annual plan
(medium)
3. Everyday
winners
(small)
#intalent

16. #intalent

17. CareerAdvisor
#intalent

18. Over 2 million
users reached with
#pwcaspire
Live event – total
number of logins:
6,645
Global Aspire to
Lead Page: 54,575
views
Recruiters leverage
workshops on
campus year-round
Aspire to Lead
PwC’s women in leadership series
#intalent

19. National student development programs
Example: Elevate – PwC’s leadership development program

20. Elevate video
#intalent

21. Elevate - results
359 National Elevate Attendees and 1100 Market Elevate attendees in 2014
~95% of Elevate attendees get internship offers
Elevate fills ~23% of our annual intern goals
Opportunity for PwC to identify top talent early
Assists recruiters in filling fall recruiting goals
#intalent

22. PwC’s Personal Brand Experience
Medium – Building into annual plan
Career path
Elevator pitch
Professional presence
Interviewing tips
Networking
Online presence
700,000 visit PwC
Campus careers
website annually
Recruiters use
supplemental
workshops on
campus
Reinforces PwC’s
value in the
individual’s unique
skills and strengths
#intalent

23. Social media experiences
99,120 visits 7,403 shares
58,753 votes
Ad campaign
reached
540,563
Facebook users
#intalent

24. Social media experiences
135 Photo Submissions
Generated 12,323 new Facebook
fans (over 1,000 a week)
Over 20.3+ M impressions
served through Facebook
advertising campaign
#intalent

25. Social media experiences
Experience through storytelling – “Like Us” on LinkedIn
#intalent

26. Everyday winners
Low to medium investment
Web live chats
Coffee chats
Workshops
Resume reviews
Office hours
Tailgates
#intalent

27. Key takeaways
Building a business case for investment
Strengthening your company’s brand by creating
experiences that give candidates insight into your culture
Using digital platforms to create authentic relationships
with candidates
#intalent