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How does a global professional firm compete for top talent and build an employment brand?

A big-four accounting and consulting firm was seeking ways to make their job offer the most sought-after, and most likely to be accepted by top talent on campus, as well as mid-career job changers.

For the first project, we needed to define what was unique and special about the organization for those that loved it. We conducted in-person interviews with partners, triad interviews with the newly hired, and phone + web interviews with former employees and with those who had declined a job offer. We also had online discussion forums with different segments of employees.

Later projects involved having students play “Apprentice,” by designing an on-campus recruiting campaign.