The Human Face of Accounting
Social Media in Recruiting
iRecruit 2014
EY’s Challenges
Achieving our strategic targets means we will need to hire
100,000 per year by 2020
There are some challen...
What did we need to do?
We needed to make students, in particular, realise the
richness of a professional services career
...
Selected social media – our aims
► LinkedIn
► Lateral/experienced recruiting
► Facebook
► Student branding, and student re...
LinkedIn
► Invest in (multi-media) careers pages
► Encourage personal updates
► Get professionals sharing opportunities
11...
Facebook
Examples of posting good practice
11 June 2014 The Human Face of AccountingPage 5
11 June 2014 The Human Face of AccountingPage 6
Facebook
Examples of posting good practice
Africa
This post shows best pra...
11 June 2014 The Human Face of AccountingPage 7
Facebook
Examples of great interaction
11 June 2014 The Human Face of AccountingPage 8
Facebook – current campaign
This post is from our EY India careers
page – ...
11 June 2014 The Human Face of AccountingPage 9
Facebook – current campaign
11 June 2014 The Human Face of AccountingPage 10
Twitter
11 June 2014 The Human Face of AccountingPage 11
Twitter
11 June 2014 The Human Face of AccountingPage 12
Pinterest
In conclusion…
► Social media cannot be ignored.
► It’s engaging, and its viral nature means that it can spread more
quick...
Thank you
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Social Media In Recruiting - The Human Face Of Accounting! EY iRecruit 2014 Presentation

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EY's experience and opportunities with Social Media and Recruiting.

This presentation will convey EY's recruitment challenges and how social media has helped to address some of those challenges. A case study of social media in practice on a large, international scale.

Published in: Business, Technology
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  • We mention that currently her hire ~ 62,000 per year, 70% grads and interns

    There is an m% reduction in people graduating from University between now and 2020. And there is a large proportion of the workforce entering retirement.

    We mention that we audit Facebook (and therefore Instagram), Google and we have advisory work with Twitter and LinkedIn so this means we can do nothing “special” - even more challenged to use the tools that others can do anything with.
  • Be upfront about knowing that we don’t expect people to stay forever.

    We are open and transparent about it, and we want people to know that we will invest in them. But that time spent with us will be time better invested than if they work anywhere else – the networks they build, the clients they work on, the learning and alumni that they continue to reach.
  • How many pages

    How may followers

    We aim for engagement – likes, shares, tags, discussions

  • EMEIA Facebook Careers Pages
    Size of audience
    EY
    35
    292,289
    Combined Big 4 competitors
    19
    100,970
  • Social Media In Recruiting - The Human Face Of Accounting! EY iRecruit 2014 Presentation

    1. 1. The Human Face of Accounting Social Media in Recruiting iRecruit 2014
    2. 2. EY’s Challenges Achieving our strategic targets means we will need to hire 100,000 per year by 2020 There are some challenges in this! 1. The perception of an Accountancy 2. There is a shrinking candidate base 3. We’re all fighting for the same talent 4. (and we’ve recently rebranded from Ernst & Young!) How do we make EY stand out from the crowd? 11 June 2014 The Human Face of AccountingPage 1
    3. 3. What did we need to do? We needed to make students, in particular, realise the richness of a professional services career ► Don’t just work for one company in an industry, get experience of many We needed to make EY stand out amongst its peers ► So, our EVP had to come to life 11 June 2014 The Human Face of AccountingPage 2 Whenever you join, however long you stay, the exceptional EY experience lasts a lifetime
    4. 4. Selected social media – our aims ► LinkedIn ► Lateral/experienced recruiting ► Facebook ► Student branding, and student recruiting and branding ► Twitter ► Student and lateral/experienced branding and recruiting ► Pinterest ► Branding 11 June 2014 The Human Face of AccountingPage 3 Wherever we are, we aim for an authentic voice
    5. 5. LinkedIn ► Invest in (multi-media) careers pages ► Encourage personal updates ► Get professionals sharing opportunities 11 June 2014 The Human Face of AccountingPage 4 300 500 700 900 Apr '13 Jun Aug Oct Dec Feb Apr '14 000' Followers
    6. 6. Facebook Examples of posting good practice 11 June 2014 The Human Face of AccountingPage 5
    7. 7. 11 June 2014 The Human Face of AccountingPage 6 Facebook Examples of posting good practice Africa This post shows best practice when celebrating, or highlighting a key moment for EY. It is a strong image which includes clear information about the 164 years that EY has been working in Africa, and the #betterworkingworld hashtag.
    8. 8. 11 June 2014 The Human Face of AccountingPage 7 Facebook Examples of great interaction
    9. 9. 11 June 2014 The Human Face of AccountingPage 8 Facebook – current campaign This post is from our EY India careers page – but the game is launched on 45 different country pages and can be played by anyone
    10. 10. 11 June 2014 The Human Face of AccountingPage 9 Facebook – current campaign
    11. 11. 11 June 2014 The Human Face of AccountingPage 10 Twitter
    12. 12. 11 June 2014 The Human Face of AccountingPage 11 Twitter
    13. 13. 11 June 2014 The Human Face of AccountingPage 12 Pinterest
    14. 14. In conclusion… ► Social media cannot be ignored. ► It’s engaging, and its viral nature means that it can spread more quickly than other media ► Social media requires constant effort ► Once started, you need to continue. If you don’t, it works against you ► Have a strategy. ► You don’t have to be everywhere, or the most innovative… but you have to be consistent and authentic ► We forgot … 11 June 2014 The Human Face of AccountingPage 13
    15. 15. Thank you
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