Hewitt Associates: Making it our business to grow theirs

The Challenge
Amplify have managed Hewitt's graduate recruitment campaign since 2007.

Tasked with attracting the strongest candidates to apply for graduate roles and internships, Amplify needed to reach the right students in the right places and stand out against their competitors.

This academic year saw Hewitt targeting students and graduates with different personality traits and skills sets, attracting a broader range of potential candidates to the business.

With developing objectives came the scope to evolve existing creative that would speak to all audience types, as well as show sensitivity and awareness of the current economic climate.

Ampllfy's Approach
Stand out creative
Using the recruitment objectives as the guiding principle Amplify identified differences between the potential employee groups, those that would be attracted to either consultancy, pensions, actuarial or investment roles within the business. Drawing out the common personality traits of these students Amplify sought to use copy and imagery that would attract and appeal to them, encouraging in them a need to find out more.

Strap lines were created that tied into one central theme ‘Make It Your Business To...' - a statement that can be interpreted as a direct call to action for the potential employee or as a statement of intent for Hewitt as a business.

The clean, simplistic style that formed the previous campaigns' visual identity was retained and incorporated as a nod to the recognition that had been built up amongst students and careers staff over previous years.

Stand out presence
The creative look and feel was carried through the event presence, but how can further stand out be created at careers fairs?

Amplify introduced modern functionality to create an interactive area for Hewitt that cut through within the busy careers fair environment. This allowed students to find out about Hewitt and input their data in their own time - with Hewitt staff on hand to guide and help if required.

Stand out amplification
Working in partnership with the universities, Amplify's fair presence followed a strategic promotional push through flyering and posters on campus, activated by Hewitt interns and street teams.

To continue the conversation and give students further access to information the website was refreshed to align with the new look and feel and to make the user journey simpler, signposting the application route clearly to ultimately enable smooth and easy application.

Results
Since Amplify began running Hewitt's graduate recruitment campaigns they have seen a 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.

The fully interactive set allowed Hewitt to stand out further amongst competitors and draw interest from students that they might not have otherwise attracted. Activity saw large numbers of applicants for both the graduate programme and from 1st and 2nd year students interested in the intern programme offered.

In a difficult year Hewitt's physical and online presence demonstrated that the business is both progressive and evolving with the climate.

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