Social and Influencer > Online Ads (B categories)

FORMULA

GLOBALWORKS, New York / ERNST & YOUNG / 2003

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A fresh influx of talent is important to maintaining and improving the standards of the professional services business, probably more so now than ever.Company websites are the second leading source for employment information among students – who are also 48% more likely to submit a resume if they have visited a company’s website. As a result, our online advertising objective was to drive traffic to our website where students could learn more about Ernst & Young.To reach our objective, we identified the top 32 accounting programs in the country from which we recruit and engaged in a multi-media campaign. This involved print and online advertising. Our internet placement strategy was to reach students in employment-information and lifestyle environments utilising sites such as Monster.com, MonsterTrak, Hotjobs, and Yahoo!We focused our campaign against only students from the 32 targeted schools by utilising ‘second domain targeting’. This was a successful campaign. Field research indicated:·E&Y had the strongest advertising recall across all firms.

·71% of students have a high overall opinion of Ernst & Young.·E&Y ranked #1 or #2 in key attributes students look for, such as working environment, employee development and firm reputation.

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