Connecting Black Gen Z students to one of the Big Four Accoutning Firms
Driving Diversity
EY is one of the ‘Big Four’ accounting firms. They are a British multinational professional services partnership which provides consulting, assurance, tax and transaction services.
They are committed to diversity and inclusion and sought to drive applicants from Black Gen Z apprentices & grads. Their goal was clear: create a campaign that resonated profoundly with this demographic, fostering meaningful representation within the organisation.
They understood the importance of black students and graduates being represented within their business and they needed a strategic recruitment marketing event designed to deliver on this objective.
As EY came to us at the initial height of the COVID-19 pandemic in 2020, we suggested that the key to delivering this campaign would be to offer support to students during what was a very uncertain time. Universities were operating via Zoom, students were stuck at home and the future was very unclear.
Facing the uncertainties of remote university life, EY decided to provide support. We devised a strategy leveraging influencers and original content across EY’s social platforms. This approach aimed to establish connections and promote a virtual event offering guidance and advice to Black Gen Z students.
We collaborated with influential Black voices to serve as keynote speakers. The event featured EY representatives, influencers, mentorship opportunities, breakout sessions, and interactive Q&A, tailored to engage the Black Gen Z audience.
The campaign succeeded – both in reach and its lasting impact.
Through influencer marketing, there was reach of 6,628
and a reach of 79,352 through social media.
For the event there was
1520 total event sign-ups
as well as 243 sign-up page swipe-ups from Influencers
Average event attendance 65
Furthermore, there was significant attendance across 6 different universities and 12 participating societies. Perhaps most importantly, the campaign helped to build a meaningful relationship between EY and Black Gen Z students.