TRANSFORMATIVE RECRUITMENT EVENT FOR EY HUNGARY: JOURNEY ACCELERATOR SUMMER CAMP
University students
Target group
BIG4
Sector
600+
Number of employees
Recruitment
Improved experience points
6 months
Duration of the project
Nikola Tesla
majoring in economics across Hungary
Agency: Brandfizz Employer Branding Ltd.
Year of implementation: 2021-2022
Year of implementation: 2021-2022
Problem
EY is one of the most well-known audit, tax, transaction, legal and business consulting companies. The company has been operating in Hungary for more than 30 years with 600 colleagues. Reaching and engaging Generation Z employees presents new challenges to the market. In this noisy environment, we needed a recruiting activity that evokes a much stronger "wow" experience and commitment from career starters than a general job advertisement. The aim was to attract highly skilled Gen-Z employees by offering a unique value proposition.
Solution
As a custom-tailored solution, we turned the selection into an educational process. During the 5-week long JournEY Accelerator Online Course Summer Camp participants could acquire new knowledge and improve their way of thinking. "Instead of reading a job advertisement, learn from the leaders you will work together with!" In the implementation, we involved 18 EY colleagues - to share their knowledge with future talents as EY Exceptional Experts - who already work with us as managers. In this way, the participants get first-hand relevant expertise in the fields of Leadership, Business and Consulting. We recorded 18 video lessons that the participants can view easily online, and proceed with the course and workbook based on their own schedule and location preferences. We have provided online and offline meeting points for community building. We connected the opening event with the EYbyNight gamified open day, and the successful graduates could participate in the closing event, the Graduation Party. In order to build an online community, we created a closed Facebook group for the participants. In the social media campaign, we highlighted videos made with the HR director and 3 EY experts, altogether reaching more than 93,000 university students.
Results
JournEY Accelerator Online Course Summer Camp counts 254 applicants, from which 89 people were admitted to the program. After the course 36 people applied to EY Hungary. Currently, the number of participants working at EY Hungary is 30 people. Total number of social media hits: 93.880 reach and 1.836 link clicks. Participant feedback on social media platforms: 30+. The EY Experts’ participation in the program raised the ambassador activity to the next level within the organization. Nevertheless, it is another motivational area in which colleagues have the chance to gain experience and improve themselves. In Hungary, EY is the first Big4 company that shared its expertise with an external target group, creating an exceptional example on the market.