ABOUT

Graduate recruitment is the lifeblood of AlphaSights' business model and every year we compete against some of the biggest consultancies, banks and corporations in the world to recruit the best business graduates across the globe. It's a fast-paced, target driven environment, where ambitious, self-motivated people thrive.

The in-house Marketing team was tasked with delivering an eye-catching advertising campaign to promote the 2022 graduate intake.

KEY OBJECTIVES:
• Engage final year university students and recent graduates looking for their first full-time role
• Increase general awareness of AlphaSights as a business
• Entice candidates to apply for roles, particularly in Customer Service
* Accurately reflect the working culture at AlphaSights and reality of the CST role

CONCEPT:
The Communications team worked with leadership to develop a clear employee value proposition: ‘Go further, faster.’ This reflected a clear USP for AlphaSights and offered long-term scalability across multiple campaigns and marketing materials.

EXECUTION:
Using this agreed EVP, the design team worked on several different visual approaches, trying to find a balance between something that was creative and attention grabbing, but also reflected the professional nature of AlphaSights' business model.

Eventually the use of chevrons was hit upon as a way to illustrate the concept of continuous upward career trajectory, while also offering lots of creative potential. We combined the chevron graphics with carefully curated photography of young professionals running or leaping forwards, to emphasise the accelerated ‘leap’ from full time education into professional employment for most graduates. Careful consideration was also given to the directional use of the chevrons, how they animated in motion, diversity of photography, and the overall TOV.

The concept was rolled out in a phased series of digital banners, adverts, animations and swag. The primarily focus was organic and owned media channels, with particular focus given to social media platforms where AlphaSights receives the majority of its online engagement. We also developed a series of paid Google ads and national media adverts to help promote the campaign during peak recruiting season.

RESULTS:
The campaign became the most successful social media programme in AlphaSights’ history, outperforming all other talent marketing posts in terms of engagement and number of applications they generated. This success resulted in approval to begin planning a new campaign for 2023.

Key stats for the 2022 campaign included:
• Total reach: 84,985
• Engagements: 3,798
• Engagement rate: 4.6%
• Reactions: 840
• Comments: 17
• Shares: 137
• Video views: 20,556
• Job applications: 151