Ernst & Young

Problem

To meet its growing staffing needs, Ernst & Young, the global accounting firm, was looking to hire 3,500 new college graduates in the Spring of 2007. Traditional media's penetration was steadily falling in this age category – that's not where this group was hanging out.

Social Media Solution

Because the 21-24 age group were frequent users of social media, E&Y put together a Facebook campaign. E&Y Careers Group on Facebook had high membership and was building awareness about their job openings. By using the Facebook wall, E&Y were able to answer questions individually, allowing others to follow the dialogue and interact as they wanted.

E&Y also integrated it's Facebook page with information video and traditional marketing elements.

Success

Ernst & Young is continuing, and others are following, to heavily depend on social media for their recruiting needs targeted at the digital generation.