KPMG NZ - 2024 Graduate Recruitment Campaign

KPMG NZ - 2024 Graduate Recruitment Campaign

KPMG NZ - 2024 Graduate Recruitment Campaign

 
 
 

Role

Creative Direction, Animation

Most people know KPMG as an accounting and audit firm, but they offer various other Consulting, IMPACT, Digital services, among more. So, it's important to tell people about KPMG’s broad range of different roles across the firm.

KPMG’s work and the needs of their audience has changed over time, so, they needed to refresh their value proposition and key messages to make the firm and roles attractive and relevant to today's market, helping in attracting a more diverse pool of skilled candidates with varied experiences and outlooks.

The campaign messaging was built around the global #MakeTheDifference proposition, the idea that a career with KPMG is not just a job; it’s a lifestyle that allows you to make a positive impact in the communities that they serve and fulfil the purpose to fuel prosperity for all New Zealanders.

 
 
 
 

The campaign needed to attract people from all walks of life, not just the ones you would traditionally see in a firm like KPMG. The campaign value proposition and hero imagery reflect these.

KPMG underwent an aggressive social media campaign on all their channels. This included hype videos to create excitement complemented by static testimonials of their people from across the firm, showcasing their roles and how KPMG helps them to thrive and grow, do work that matters and to belong. This continued throughout the campaign period.

It was important to show consistency across the campaign (imagery, signage, language) on all touchpoints.

 
 

A bold typeface activated in pink is used as large as possible for maximum visual impact. Keeping in mind that we are targeting a younger audience, vibrant colours are a go-to in order to attract attention.

By clear-cutting the images and removing cluttered backgrounds, we can direct viewers’ attention towards what truly matters in the image - the graduates.

Combining this with the outlined text creates eye-catching visuals that stand out from the crowd, especially among other firms at career expos.

The resulting look of the campaign is bold, people focussed, and aligned with a Gen Z audience.

 
 

Motion graphics brought the campaign to life when seen on digital platforms, reminding young talent to send through their applications.

The feedback on this recruitment campaign was positive and the proof is in the results. KPMG received 4100 Graduate & Internship applications, a 63% increase year on year.

 

Awards/recognition:

“KPMG NZ was nominated by students as having one of the top 3 best graduate recruitment campaigns.
This recognition came from an unprompted, free-text question, making it a true reflection of the employer brands making a mark in the competitive student market.”