#FIRMday Manchester 19th March 2015 EY Global Quiz- Do You Speak Global
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Global Quiz, Do you speak global?' Emma will present on EY's use of a game in Facebook designed to embed a key talent message to the campus audience globally, and also to enhance awareness of EY as a firm. It will cover:- • EY and its employer branding presence and challenges • Why they created EY Global Quiz • How they developed it, and how we continue to measure its impact and develop
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#FIRMday Manchester 19th March 2015 EY Global Quiz- Do You Speak Global
- 1. EY Global Quiz Julia Porter-Robinson & Emma Lucas Do you speak global?
- 2. Page 2 EY Assurance Our Assurance practices serve the public interest by providing assurance to investors and others regarding companies’ financial statements, and by providing robust and clear perspectives to audit committees as well as thorough forensic, sustainability and financial accounting advisory services that provide information for stakeholders Advisory We work with large enterprises and government institutions on how to best protect their business and improve performance in order to enable sustainable growth Transaction Advisory Services We help businesses strategically raise, invest, preserve and optimize capital, so that they can continue to build and maintain investor confidence and seize acquisition opportunities Tax We help our clients understand and manage their tax compliance and reporting obligations responsibly and proactively
- 3. When business works better, the world works better. At EY,we havea purpose: Buildinga better workingworld
- 5. Employer branding in our world 23 March 2015 [Presentation title]Page 5 9 channels 30 accounts 55 pages 29 careers audiences 1 global account 9 accounts
- 7. Mindset not Mobility ► Interactive ► Social ► Challenge
- 8. Page 8 A brief look at the player journey
- 9. Page 9 How to play
- 10. Page 10 Question
- 11. Page 11 Answer
- 12. Page 12 Scoring
- 13. Page 13 Results
- 16. Page 16 Getting it out there
- 17. Page 17 Country after country….
- 18. Page 18 9 months on…
- 19. Page 19 Worth it? 41 8,000 562 211 148,000 838,400 9.5 million 62 million 17,000
- 20. Reflections ►Thanks for the award ►We’d do it all again ►Setbacks are the best teachers
- 22. Thank you
Editor's Notes
- Globally we have an array of careers social media accounts all of which speak to a mixed experienced and graduate audience. These accounts are split across three areas, Americas, EMEIA and Asia Pacific and are managed by different teams such as recruitment, employer branding, marketing and HR. Centrally in EMEIA, we ensure that content is created and cascaded to these teams so that the are on brand and kept up to date with engaging content.
- The game is fully social and designed to challenge players to show what they know about the world around them. It centres on an interactive zoomable map, and is a simple test of knowledge and accuracy v speed. A series of mini games covering: global landmarks languages values, trading of commodities cultural heritage time zones Phase I - launched as a Facebook app (Aug 2014) Phase II - fully optimised for mobile, accessible on smart phone, tablet or desktop (Jan 2015)
- The game challenges players’ global knowledge through a series rounds covering geographical, cultural and economic questions
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- Discuss the challenges of ensuring the quiz was inclusive for global colleagues and teams, the name issue, the various design versions we went through. Not to be negative but to highlight that things we had to drive through as the first people to deliver such a project in EY. We do not talk about SCORE or anything that pouts the firm in a bad light
- Emma - Launching the game in a clear, engaging way was essential to it success. Launch calls were held with every EMEIA country with a careers Facebook page to introduce the game and talk through launch process. Centralised content, activation packs and FAQs were created and distributed
- Emma - More examples of activation
- Player feedback and widespread usage led to a decision to develop a streamlined and fully mobile optimised version of EY Global Quiz, launched in January 2015 The previous version of EY Global Quiz was accessible only through the Facebook tab system using desktop. Phase II is a responsive website accessible via a link on any device. The new version of the EY Global Quiz also features: 170 additional questions Updated user interface
- Activated across 41 country Facebook career pages plus three corporate EY VK pages in Russia, Kazakhstan and Ukraine 8,000 unique registered players spanning 108 countries Promoted content reached 9.5 million people across 39 countries and generated over 62 million impressions Score sharing tweets reached 134,300 individuals and generated 697,500 impressions
- Social has the power to coalesce and connect people around ideas on a truly global basis. We believe EY Global Quiz realised that through: Creating a global message that doesn’t feel like ‘branded’ content Helping people understand the role – and importance – of ‘global mindset’ Engaging careers talent with the concept of ‘Building a better working world’ Embedding a recent global rebrand Driven by social advocacy, internal engagement, effective social content marketing and innovative social technology, EY Global Quiz has been an unprecedented success in terms of global reach and candidate engagement – and redefined (at least for EY) what global social employer branding can look like.