The Challenge
KPMG China is one of the top four professional services firms which provides Audit, Tax and Advisory services in the mainland China, Hong Kong and Macau. Their people work beyond geographic boundaries, so being able to attract talent from both domestic and overseas markets is their priority. Although the brand was well-known among junior talent, many of them were not able to differentiate KPMG with its competitors, and the competition was high for young Chinese talent.
The Solution
PACT’s experience in developing engaging campus recruitment solutions in Asia has led to our understanding that a successful campaign always comes with effective implementation of technology.
As early as 2015, we designed a multi-channel campus recruitment experience for Chinese students living domestically and overseas to help them understand the KPMG China culture. A 3-month bilingual social media content strategy was created, which included a game on WeChat and a 3-day virtual career event to drive awareness, engagement and increase the number of followers.
The Result
The campaign attracted a readership of over 2 million in 3 months through WeChat Key Opinion Leaders (KOLs) promotion; a reach of over 440,000 students on social media channels, and received 8,000 questions from graduates during the virtual live streaming event. In just 3 months, KPMG received almost 3,000 applications for their graduate roles in the Greater China region, and was recognised as a graduate employer of choice.
