Hewitt Associates: Finding the right graduates
by Gary Knox
In 2007 Hewitt Associates started working with Amplify to develop and deliver their graduate recruitment presence in key Universities around the UK.
Amplify created a separate graduate identity for the business called 'Hewitt Connections' a property that carried the headers 'Analyse. Assess. Predict.' - a motto that ties into the pension, actuarial and consultancy roles on offer to graduates.
The tagline was 'Have You Worked It Out Yet?' - messaging that carries the ambiguity of working out your future, working out who Hewitt are and what they do, working out where they are on the day, and finally working out mathematically - as statistical analysis is the key requirement of prospective employees.
The creative focused around the idea of piecing together your future - a jigsaw collage of striking colours that led into the dark blue brand logo. This worked in unison with the campaign identity of working out the many puzzles graduates faced.
After a strategic promotional push through flyering, web banners, posters and street team drives enabled the on the day staff, supported by a stand that allowed for easy flow of traffic, to engage in conversations about the roles available. This was backed by visual and audio information from plasma screens. Graduates who fit the bill were given a USB stick, which provided useful take-home information on Hewitt and driven towards a bespoke website.
The activity saw record numbers of applications to both the graduate program and from 1st and 2nd year students interested in the intern program. Due to these results Hewitt asked Amplify to undertake activity for the October 2008 Careers Fairs.
The challenges faced were to build on presence and recognition from 2007 while maintaining overall look and feel to reaffirm brand identity and recognition, reduce time spent explaining who Hewitt are, attract even greater numbers of applications for both graduate roles and internships so that future recruitment may come from within.
After touring the same recruitment circuit there was growth in all sectors; 17.5% increase in the number of people registering interest in the graduate program, 25% more graduates identified by Hewitt as definite follow up's and a 60% growth in the number of intern applications.
At the time of writing Amplify are currently developing a new creative route for the 2009 Careers Fair's with a cutting edge approach to stand delivery in the pipeline in order for Hewitt Graduates to replicate the desire of the global businesses' need to stay ahead of the rest in a changing world.
