Looking beyond traditional subjects to attract a more diverse range of talent.
Employee engagement / Recruitment campaign / Video / Print / Social
EY wanted to change people’s perceptions of the organisation and the financial services industry, and they wanted to ensure more gender parity across the business.
Through research, we realised that the issue lay in the perception that you needed a business or math background to succeed in financial services. And because those subjects are traditionally male-dominated, this has led to gender disparity within most financial services organisations.
What most people don’t realise is that there are diverse career paths within EY, as well as on-the-job learning and coaching. So it really didn’t matter what study background you have; it was more about being eager to learn.
To help them achieve their objective, we decided to showcase the inclusive, progressive and entrepreneurial work environment graduates from all backgrounds could have at EY FS.
In addition to crafting the campaign messaging, I drafted the interview questions, conducted the on-camera interviews in multiple countries (and languages – through a translator), created edit outlines for the videos and oversaw the creation of supporting written articles.