EY is one of the world’s leading professional services organisations that helps businesses solve their toughest challenges through a wide variety of services. With over 270,000 employees across 150 countries, EY is at the forefront of business communities all over the world, working across four key functional areas - Assurance, Consulting, Tax and Transactions.
Strengthen the EY employer brand within the target cohort and drive 400+ apprenticeship applications
As an organisation, EY believes that their biggest asset is the people. With diverse teams of people from different backgrounds forming a part of their global workforce, EY is all about inclusivity and building trust. With over 21 offices in the UK alone, they offer a great stepping stone for school leavers and other young professionals to start their careers.
Despite being one of the top four professional services firms, EY has sometimes found it challenging to recruit apprentices for some of their smaller regional offices, due to the close proximity to larger cities such as London. Additionally, they’ve also occasionally struggled with the quality of applicants.
As an industry leader with an award-winning recruitment team, EY has always been at the forefront of using innovative methods to engage with prospective candidates. This led them to explore potential partnerships with organisations who had a similar work ethos.
EY had noticed that potential candidates often had perceptions of professional services organisations being inflexible, resistant to change and having a very corporate feel. Despite having dispelled many of these myths within the graduate space, across the younger apprentice cohorts, the brand awareness wasn’t at the desired levels. EY also understood that they needed to work particularly hard to help younger students understand what Assurance, Consulting, Tax and Transactions actually mean.
Regional offices struggled to fill the roles
Due to the close proximity to popular city hotspots such as London, EY discovered that their regional offices that were often within a commuting distance of cities didn’t attract as many candidates.
Lower standard of applicants
Building a strong talent pool has always been one of EY’s top priorities. However, they have also periodically struggled with candidate dropouts, especially during the numerical testing phase of their assessments.
EY and Springpod shared a singular goal: to help young people understand the world of work and what they could expect during the course of their early careers. This formed the crux of the partnership, as both were keen to explore new ways of increasing engagement with students and school-leavers.
EY engaged Springpod to bring their award-winning recruitment programme to students through our best-in-class early careers video content.
A partnership that added value to EY’s student recruitment activities while highlighting their apprenticeships in an innovative format
An interactive EY-focussed episode on the UK’s first apprentice chat show
Springpod’s content team worked in close collaboration with EY’s employer brand team to plan, produce and execute their Classroom to Boardroom episode. The coordinated efforts between the teams ensured that the EY brand was at the heart of the episode, while the careers stories from their apprentices - Andisiwe and Sumail - highlighted the support and career pathways on offer at EY. The Springpod team tailored the content to speak to EY’s target demographic; Key Stage 5 students and help them understand more about the exciting roles at EY.
Creating a more informed talent pool of future leaders
To support EY with applications from high-quality candidates, the Springpod team built and nurtured a dedicated talent pool of students, using a range of data points evidencing an interest in EY. Through this talent pool, students could find out more about the organisation, interact with EY ambassadors to find out more about different roles and the organisation, as well as be alerted about suitable apprenticeship opportunities.
Highly targeted marketing campaigns to drive apprenticeship applications for 2020
Springpod’s expert marketing team built strategic campaigns using EY’s Classroom to Boardroom content alongside a targeted paid social strategy to drive almost three times the number of applicants and talent pool members than the initial target. We look forward to building upon these results with EY this year and utilising the 1,000 strong talent pool to create a resilient, highly-engaged community of future EY stars.