KPMG: 2024 Graduate Program

Credits
Animation Partner: Huiying Kao
Videography Production Partner: PUSH
Event photography: Billy Zammit

Awards
Finalist in the Australia HR awards across:

  • Best Graduate Development Program

  • Best Graduate Recruitment Campaign

Winner announced September 2024

We invest so much in to developing graduates, but has anyone asked them what they really want?

We realised that while significant resources are dedicated to developing graduates, there was a gap in understanding what incoming graduates truly seek in an employer.

We conducted a survey with incoming graduates and discovered that, having experienced a significant portion of their university life online, their primary desire in an employer was connection.

Campaign Development Stages:

Stage 1: Graduate Induction Event for the 2024 Cohort

  • A nationwide event encompassing over 400 graduates across 7 locations, held simultaneously, with Sydney and Melbourne as satellite events.

  • Themed under "Start something big," creating a cohesive experience to foster a sense of belonging and connection.

Stage 2: Campaign to Drive Applicants for the Next Year’s Program

  • Creation of a distinct and targeted campaign look and feel that was still recognisable as KPMG.

  • Utilised a modular design approach with typography, animation, and color, ensuring versatility across multiple campaigns and numerous assets.

The measure of success for this campaign was people. The people who sit at the desks next to you, and fill the lunch room with expectant big ideas.

Qualitative:

  • Interviews with prospective 2025 graduates revealed that the networks highlighted in the campaign video, specifically "Asian Female Leaders" and "In Her Hands," were significant factors in their decision to choose KPMG over other firms.

  • Graduates expressed that they felt a sense of belonging and welcomed by these groups, not just attracted by the firm’s opportunities.

Quantitative:

  • An increase in "Apply Now" clicks to the webpage, with a 1334% rise from 2023 (199 clicks vs. 2853 clicks).

  • There was a 100% increase in applications from 2023.

This campaign successfully addressed the identified gap by focusing on creating meaningful connections for graduates, reflected in both qualitative feedback and quantitative metrics. The strategic approach in campaign design and delivery effectively communicated KPMG's commitment to inclusivity and belonging, making it a preferred choice for the next generation of professionals.

Previous

Brash Higgins Wine Co.
Next

Critical Minerals