In a break from the traditional academic programmes offered by big employers, PwC launched PwC Experience Adventure in an attempt to secure high-calibre talent for 2014/15. This graduate recruitment initiative has already attracted 1,600 applicants from Beijing, Shanghai, Guangzhou and Hong Kong. The experience involved 10 teams of five students each taking part in a half-day treasure hunt that had them racing through the city streets in pursuit of internship places for 2014—five offers in each city—and a monetary prize.
In addition to this unconventional approach, social media was used extensively in mainland China and Hong Kong utilising Facebook, Weibo, RenRen in China and even an advertising campaign on Yingjiesheng.com. Such advertising was used alongside the bulletin board system at universities to share recruitment news and answer student questions.
Paul Arkwright
Publisher
