Building your brand through experiential marketing

 Rod Adams, PwC US Recruiting Leader  Sondra Dryer, PwC US Recruitment Marketing leader

What is experiential marketing?

A form of advertising that helps consumers experience a brand.

Focuses on immersing the

consumers into the product.

Goal: to form a memorable connection between the consumer and the brand

to generate customer loyalty and influence behavior.

#intalent

Key takeaways

Building a business case for investment

Strengthening your company’s brand by creating experiences that give candidates insight into your culture

Using digital platforms to create authentic relationships with candidates

#intalent

Recruiting landscape and strategy

 Rod Adams, PwC US Recruiting Leader

•  Experienced recruiting hiring numbers •  FY13: ~3,500

•  FY14: ~4,800

•  FY15: ~5,400

•  Focusing on new channels for talent •  Leveraging social media tools for recruiters •  PwC Open University

•  Continuing education •  Free CPE credits

•  Professional insights

Experienced recruiting landscape

#intalent

Campus recruiting landscape

•  Campus recruiting is growing rapidly •  FY13: ~8,200 •  FY14: ~9,200 •  FY15: ~10,000

•  Strong focus on early identification •  Emerging talent pools (ie. STEM) •  Building PwC’s brand reputation – not

just your parents’ accounting firm •  More than one path for career

advancement

#intalent

Our people are our product PwC on campus

1) Fit / Culture 2) People /Relationships 3) Reputation / Brand

Reasons Candidates Accept:

#intalent

 Relationships are the key to our success

#intalent

 Responsibilities

PwC US Careers Social

Media

Websites – Campus &

Experienced Employer value prop messaging

Campus and Experienced microsites

Advertising (digital and

print) Collateral

Student programs

(environment)

Personal Brand/

CareerAdvisor

Program and school Apps Giveaways Public relations

Other recruiting

events

Recruitment marketing

…among others! #intalent

PwC experiential marketing examples

 Sondra Dryer, PwC US Recruitment Marketing Leader

Guiding principles

First impressions matter

Focus on issues that are authentic to PwC’s culture

Give candidates insight into working at the firm

Focus on the student’s needs and wants, not PwC’s

Leverage multiple channels, to get the broadest reach

#intalent

Opportunities • Our people are our greatest marketing

asset

• PwC is recognized nationally for training and development

• PwC understands millennials – 80% of our workforce by 2016

• Many success stories of individual career paths

Challenges • Recruiting at more than 150 schools

across the country

• Bandwidth of our recruiters

• Bandwidth to support at the national level

• Budget limitations

Points to consider

#intalent

 Choosing the platforms to leverage Let’s focus on what we do best

Career growth and development

Personal brand

Leadership development

#intalent

Scalable options

1. Go big or go home (large)

2. Build into an annual plan (medium)

3. Everyday winners (small)

#intalent

#intalent

CareerAdvisor

#intalent

Over 2 million users reached with

#pwcaspire

Live event – total number of logins:

6,645

Global Aspire to Lead Page: 54,575

views

Recruiters leverage workshops on

campus year-round

Aspire to Lead  PwC’s women in leadership series

#intalent

National student development programs  Example: Elevate – PwC’s leadership development program

Elevate video

#intalent

Elevate - results

359 National Elevate Attendees and 1100 Market Elevate attendees in 2014

~95% of Elevate attendees get internship offers

Elevate fills ~23% of our annual intern goals

Opportunity for PwC to identify top talent early

Assists recruiters in filling fall recruiting goals

#intalent

PwC’s Personal Brand Experience  Medium – Building into annual plan

Career path

Elevator pitch

Professional presence

Interviewing tips

Networking

Online presence

700,000 visit PwC Campus careers website annually

Recruiters use supplemental workshops on

campus

Reinforces PwC’s value in the

individual’s unique skills and strengths

#intalent

Social media experiences

99,120 visits 7,403 shares

58,753 votes Ad campaign

reached 540,563

Facebook users

#intalent

Social media experiences

135 Photo Submissions Generated 12,323 new Facebook fans (over 1,000 a week) Over 20.3+ M impressions served through Facebook advertising campaign

#intalent

Social media experiences  Experience through storytelling – “Like Us” on LinkedIn

#intalent

Everyday winners  Low to medium investment

Web live chats

Coffee chats

Workshops

Resume reviews

Office hours

Tailgates

#intalent

Key takeaways

Building a business case for investment

Strengthening your company’s brand by creating experiences that give candidates insight into your culture

Using digital platforms to create authentic relationships with candidates

#intalent