The document discusses BCG's efforts to reimagine its global talent acquisition strategy through a new employer branding and marketing campaign called "Beyond". It outlines the extensive research and testing done over 9 months with 66,000+ participants across 56 talent markets and 12+ geographies to develop the campaign's positioning, tagline ("Beyond is where we begin"), creative concepts, and templates. It also details the training and enablement approach used to launch the campaign and ensure BCGers could effectively represent the new brand positioning at scale.

1. © 2023
#RALLYFWD
Reimagining Global
Talent Acquisition
through Local Impact
Robin Dagostino
Employer Branding & Marketing
Senior Director
Boston Consulting Group (BCG)

2. © 2023
#RALLYFWD
Who am I?
When I was this age…
I always dreamed of
being a marketer

3. BCG has functional practice areas and industry practice
areas teaming around the globe to build expertise
Functional practice areas
Corporate
Finance &
Strategy
Marketing,
Sales & Pricing
Operations
People &
Organization
Global
Advantage
Social
Impact
Technology
Advantage
Risk and
Compliance
Industry practice areas
Consumer Energy Health
Care
Industrial
Goods
Insurance Public
Sector
Technology,
Media &
Telecom
Principal
Investor &
Private Equity
Travel, Cities
&
Infrastructure
Climate &
Sustainability

4. Copyright
©
2020
by
Boston
Consulting
Group.
All
rights
reserved.
4
IoT
Nanomaterials
Synthetic
Biology
Blockchain
Web3
Virtual
Reality
Metaverse
Augmented
Reality
Deep Neural
Networks
AI
Deep
Reinforcement
Learning
Our LoBs cover
the full range
of technologies
to deliver
innovative, fast
and at-scale
solutions

5. 5
Recruiting reality has changed
significantly in the last decade
Top talent prefers tech companies over
consulting firms
Talent wants the best of:
• Impact and purpose
• Psychologically safe environment
• Higher compensation in cash & benefits
…and they want all of it! (not either/or)
Our brand positioning is undifferentiated,
even vs. our traditional competition
3
2
1

6. 6
What we did…
Captured learnings from recent BCG
campaigns
Engaged our target candidate pools, BCGers,
experts, and leaders
Developed and tested multiple creative
concepts to support our EVP messages
Co-created preferred positioning and tagline
66K+
participants
56
talent
markets
12+
geographies
2.2M
user testing
interactions

7. Our ambition | We want recruits, employees
& alumni to know, feel, do, convert, and advocate
KNOW
FEEL
DO
CONVERT
ADVOCATE
BCG is a premier
employer of choice,
differentiated
from its competitors
Inspired and WOWed
by BCG's commitment
to impact, holistic
approach, integrity,
and innovation
Applying to work at BCG or taking
active steps to learn more about future
career opportunities
Gaining share of mind
versus top
competitors, winning
cross offers, and
driving conversions
Proud to work and share
messaging, leaving reviews,
referring a friend; making
'Beyond' live beyond launch

8. Activations for the candidate journey today
Awareness Consideration
Candidate A
Experienced
Candidate B
Graduate
Reads tweet
from BCG
employee
Sees ad on
WSJ.com
Hears
colleagues
mention BCG
Views sponsored
post on Facebook
Reads Glassdoor
review
Joins Talent
Community
Receives
newsletter
Searches Google
for BCG jobs
Connects w/
network for a
referral
Applies for position
on job search site
Sees BCG logo
on university
careers guidance
portal
Roommate
mentions BCG
Sees BCG at a
career event on
campus
Signs up on data
capture form
Checks out BCG
videos on
YouTube
Speaks to former
BCG intern
Receives email
stating applications
are open
Applies for job via
email link
Interest Application
Today’s candidates are sophisticated consumers. They research companies 100% online –
whether it’s on Glassdoor, LinkedIn, or other social media.
The average candidate has 18+ touchpoints before even considering to apply, which is why we recommended an omni-channel approach for new recruiting campaign.

10. • Background picture
• Smaller picture
4 Visual alternatives
4
a
4
b Showcasing how BCGers
make a difference for our
clients, for colleagues, and
for the world
Reflecting our Purpose, what
we do, our impact
2 Headline pillar aligned
with visuals
Examples: "Beyond data." or "Beyond
work." or "Beyond profit."
Allow for personalization and
segmentation
3 Proof points
Examples:
"Join 2,000 BCGers
dedicated to a $1B
business and
growing…"
Overarching tag line
1
"Beyond is where we begin."
9 months of work got us to creative concept by June
'22

11. Sampling of templates made available
Organized centrally to access
playbook, guidelines, templates,
ready-to-go assets, etc.
Print Flyer Options, Certificates, Speaker Awards
Full imagery
50/50
Email banner
Zoom backgrounds Lists
Hybrid-Frame Events Rollup Banners
Video

12. 12
12
Maya, Managing Director & Partner, Dubai
INTERNAL AUDIENCE & NEEDS
Flexible enough to convey message to
both global & local/business area
audiences, but with consistency
Adoption crucial to success; must be
easy-to-use and low bar of entry for
non-marketers
Meet expectations for broad library
of out-of-box as well as
customizable materials across social
media, print, PPT, web, and email

13. 13
Step 1:
Prioritization &
definition of
Minimum Viable
Product
Resources
to help build
Flexibility
vs. simplicity
Must-hav
e
materials
Think
Through
…
High-frequency
use cases

14. 14
Background images:
setting the scene
Over 300 background images available in library

15. 15
Foreground images:
Showcasing our
people
Engaged employees & local offices to submit photos, along with local
photoshoots – now over 700 in library

16. All in the hand of the beholder
Photo shoot held to have variety of hands to choose
from within templates

17. 17
Step 2:
Learning &
designing
on the fly
Designing templates
to
the platform to
optimize
Getting the right
stakeholders
& feedback
Organizing the info
& materials on
Brand Portal with UX
in mind
Feedback loop
to design guidelines
& materials
as we iterated

18. 18
Step 3: Putting
what we built in
the users'
hands
T
r
a
i
n
i
n
g
C
o
m
m
u
n
i
c
a
t
i
o
n
Iteration
• Launch comms / party
• Slack channel
• Email box
• Video Tutorials
• Live Sessions
• On-portal instructions
• Responsiveness
• Agile changes

19. Example of training & enablement approach for launch
Social Enterprise
Week of Oct 5
Open House
Aug 31 & Sept
8
DAM & Toolkits
Sept 8 & 15
Launch event
Sept 20
WW Recruiting Community
MDPs (9/6)
WW Rec Mkting & Social
Media (9/8)
WW Recruiters (9/15)
MDPs (8/29)
WW Rec Mkting & Social
Media (8/31)
WW Recruiters (9/8)
Template Training
Sept 28
Representatives Selected
'Ask Me Anything'
Week of Oct 24
Engage in Slack channel (#Beyond_Campaign_Info)
and/or e-mail core CVP team (Beyond@bcg.com)
Topic &
Dates:
Audience:
NAMR Recruiter Comms & Social Media
EMESA Recruiter Comms & Social Media
AP Recruiter Comms & Social Media
Pre-Launch Tips:
• Raise awareness/excitement ~4-6
weeks in advance.
• Provide trainings & enablement
sessions ~3 weeks in advance.
• Share toolkits ~1 week in advance
and develop custom toolkits for key
audiences
Post-Launch Tips:
• Ensure you have a model to keep
the dialogue going.
• Share new enhancements
• Recognize invested participants
• Revamp your training/enablement
• Seek feedback (i.e. survey)

20. 20
• Key
takeaways Co-create, form a working team, and
over-communicate.
Why? It takes a village. Co-creation results in ownership,
and you'll have confidence you have accounted for
unanticipated audiences and business/regional nuances.
Do your research, know your audience, and
identify areas of opportunity.
Why? "Go slow to go fast" with data. Employees ensure
authenticity. Candidates ensure we are compelling.
Enable BCGers to represent our brand at
scale, and reward and recognize.
Why? Ambassadorship equals authenticity and greater
believability. Establish a governance framework and find
channels that deliver at scale in a personalized way.

21. Thank you

22. © 2023
#RALLYFWD
ROBIN DAGOSTINO
Employer Branding & Marketing
Senior Director
Boston Consulting Group (BCG)
Thank You!
/in/robindagostino/