KPMG

Graduate Recruitment Campaign for KPMG: Building Meaningful Connections Each year, KPMG recruits thousands of graduates across various business divisions, from tax to technology. However, during the pandemic, the company identified a shift in student behavior, making it more challenging to predict peak recruitment periods. The campaign’s goal was to forge meaningful connections with diverse and underrepresented audiences. This was achieved through the creation of tailored digital assets and personalized video content designed to engage and resonate with these key groups. In addition, the campaign was reinforced by a series of recruitment events over three years, expanding KPMG's reach and impact. One key initiative included Personal Brand Day events, which targeted universities with a high proportion of students from underrepresented backgrounds and a history of lower KPMG application rates.