PricewaterhouseCoopers
Integrated Campaign
THE BRIEF
PricewaterhouseCoopers (PwC) France needed to hire 500 new employees (including 350 graduates) and to refresh the image of "auditing" due to the Enron situation, which tarnished the industry’s image since their last recruitment campaign. To meet this objective, they wanted to capitalize on PWC's new international corporate branding *connectedthinking. This would allow for the creation of an employer brand in France that would promote their vision and values, illustrate the real day-to-day substance of a career within the organization, and change the image of the industry for graduates (given the recent headlines involving corporate fraud).
THE SOLUTION
Bernard Hodes Group France decided to capitalize on PwC’s new corporate branding, *connectedthinking, mainly because it would truly add value to their offering to prospects. Hodes created a HR signature, "prendre de la hauteur," which offered candidates the opportunity to be "in the know," and where "things happen." By working with PwC, employees are at the core of the industry. Visually, the creative is extremely different from what the industry was accustomed to, which focused on testimonials of individuals with their photos. Hodes’ visuals were fresh and different, displaying the opportunities for candidates to work within different industries (e.g., leisure, luxury, pharmaceutical, financial, etc.). Hodes then stirred things up with a strategy that included a first-ever road show for top universities. One-on-one interviews with students were organized for the top 15 universities in France. PwC professionals and HR teams networked and met with students and teachers, and addressed "real time" questions.
THE RESULT
PwC received excellent feedback from university management. The road show was a great success with more than 3500 students in attendance. And winning the TopCom bronze award, one of the most prestigious communications awards in France, was simply icing on the cake!
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