ABOUT

Graduate recruitment is the lifeblood of AlphaSights' business model. It's a fast-paced, target driven environment, where ambitious, self-motivated people come together to achieve something bigger than themselves. Every year we compete against some of the biggest consultancies, banks and corporations in the world to recruit the best business graduates, so standing out in the marketplace is vital. In order to help attract great talent, the in-house Marketing team was tasked with delivering an eye-catching advertising campaign to promote the 2022 graduate intake. The key objectives of the campaign were:

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 closely with leadership to develop a clear employee value proposition that would reflect a distinctive USP and clear benefits of working at AlphaSights. The resulting proposition - ‘Go further, faster' - was not only a memorable EVP, but also offered long-term creative scalability across multiple campaigns and marketing materials.


EXECUTION:
The design team worked on several visual approaches, trying to find a balance between something that was engaging and creative, but also reflected the professional nature of working at AlphaSights.

The use of chevrons to illustrate the concept of an 'accelerated career trajectory' not only resonated with stakeholders, but also offered lots of potential for creative execution. The chevron graphics were then reinforced with carefully curated photography of young professionals running and jumping forwards, to emphasise the ‘leap’ from full-time education into professional employment. Careful consideration was also given to the directional use of the chevrons, how they animated, diversity of photography, and the overall TOV.

The concept was rolled out in a phased series of digital banners, adverts and videos. The primarily focus was organic and owned media channels, with particular attention given to social media platforms where AlphaSights receives the majority of its online engagement. We also developed a series of paid Google 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