HR Awards
Best Recruitment Campaign
PwC
Empower the future with trust: 2022 PwC Campus Recruitment Campaign
We’re reimagining together with Gen Z, to empower the future with trust and deliver sustained outcomes.
As we now live in a world undergoing some fundamental changes, building trust is becoming increasingly important. The future generation has a profound role to play to restore trust in society as a whole.
Living thePwC purpose, the Firm defined their 2022 campus recruitment theme as ‘Empower the future with trust’ and launched a wide range of activities covering the entire candidate journey. Key initiatives saw them:
- Create nationwide awareness via the ‘PwC Live Show’: a live talk show featuring Norah, a stand-up comedian and PwC alumni, and PwCers from different functions, which inspires students on what life is like at PwC.
- Accelerate consideration via ‘Meet with PwC’ on campus: offline campus talks, open days and firm visit sessions run, in parallel, across China to share the PwC business, culture and working environment with target talents.
- Inspire application via the ‘PwC Day’: an immersive offline event where students can come to PwC offices to experience and connect with PwCers and imagine themselves as new joiners and future partners.
Through the 2022 campus recruitment campaign, PwC was able to effectively and interactively communicate their beliefs and values to Gen Z—inspiring them to reimagine the impact they could bring to society by joining PwC, as well as how they could thrive personally and professionally in the Firm. The wide range of activities was specially designed to help potential talents get a clearer picture of what career and life are genuinely like at PwC to match their employment preferences. The campaign has been an enormous success and yielded tens of thousands of applications to date, mainly comprising high performers from PwC’s target universities.
Campaign Key ROIs
- 350,000 talents reached via PwC Live Show broadcast on three social media platforms.
- 3,000+ participants at 14 PwC Days in the five main PwC offices across China in Beijing, Shanghai, Shenzhen, Guangzhou and Hong Kong.
- 100+ activities run in Spring, and 94 activities run in Autumn.
300,000+ views of 2022 campus recruitment-related Wechat posts
Paul Arkwright
Publisher
