Connecting Black Gen Z students to one of the Big Four Accoutning Firms
Driving Diversity
EY, one of the ‘Big Four’ accounting firms, provides consulting, assurance, tax, and transaction services.
Committed to diversity, they aimed to attract Black Gen Z apprentices and grads with a campaign fostering meaningful representation.
To achieve this, they needed a strategic recruitment event designed to engage and connect with Black students and graduates.
During the COVID-19 pandemic in 2020, EY sought to support students through uncertainty.
With universities on Zoom and students at home, EY leveraged influencers and original content to promote a virtual event for Black Gen Z students.
We enlisted influential Black voices as keynote speakers, alongside EY reps, mentorship, breakout sessions, and interactive Q&A to engage the audience.
EY, one of the ‘Big Four’ accounting firms, provides consulting, assurance, tax, and transaction services.
Committed to diversity, they aimed to attract Black Gen Z apprentices and grads with a campaign fostering meaningful representation.
To achieve this, they needed a strategic recruitment event designed to engage and connect with Black students and graduates.
The campaign succeeded in both reach and impact.
Through influencer marketing, it reached 6,628, with 79,352 reached via social media.
The event saw 1,520 sign-ups, 243 swipe-ups from influencers, and an average attendance of 65.
Attendees came from 6 universities and 12 societies, strengthening EY’s connection with Black Gen Z students.