ERNST & YOUNG
As a business service organization, Ernst & Young is in a constant state of recruitment. But in this new day, finding great talent is not what it used to be. So my team partnered with them to help tell potential employees it's not an either/or choice at EY.
Making Meaning a Choice at Work
My team and I worked to create a strategy to reach our target audience. Then we crafted a story that played with the idea of work/life balance. Together with a tagline, campaign approach, complete graphics, and script writing we set out to produce the campaign.
Human-focused Assets as the Differentiator
We shot these pieces in the bay area in the real life spots where young professionals live and work. In a series of social sequences, we showed future applicants how balance is real at EY. We used the form and language of social media to reach our audience before they visited EY’s job-boards.
Breaking into the Social Landscape
This overarching campaign was called My Why. It ran all across social and paid media, on Spotify, Snapchat, and LinkedIn. We made this a native TikTok ad—the first for EY—which was exceedingly successful. The diversified approach delivered attention grabbing and brand defining content. EY communicated their Why to future recruits in a memorable and relatable way.
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