PwC's new employer branding campaign is designed to attract the younger generation and stand out from current communication of competitors.
“The main objective of the campaign is to attract young talents to a career in audit, while building PwC's reputation as an attractive employer. An auditor’s job description may look simply, but it is in fact a highly demanding role that has a significant financial and social impact on companies. It’s not just about spreadsheets or data analysis," says Michal Stránský, Audit Leader at PwC Czech Republic.
This idea permeates the strategy of the entire campaign, which is based on research into how Generation Z approaches work and pursuing career.
“Nowadays, young people are primarily looking for jobs that allow them to maintain a healthy work-life balance. However, our research has shown that members of Generation Z are willing to sacrifice some of their free time for career progression if they can make use of their talents at work to excel and build their confidence. They also highly care on the social relevance of their work in terms of sustainability and addressing critical societal issues. That is why we have based our strategy on the idea that the work of an auditor has high goals and may not be for everyone,“ says Tomáš Sýkora, Head of Strategy at VMLY&R.
The basis of the campaign is the career website VerimSiNaPwC.cz, where the video spot is also placed. The website presents the auditor's job description in more detail and provides information on the selection process and current vacancies. Six key visuals have been created as part of the campaign, typographically highlighting key words that act as associations with the work of an auditor but giving them a wider context and real meaning. The campaign has been running since 13 February in print media and outdoor advertising in Prague, Brno and Ostrava, including indoor advertising at universities. The campaign will also run on social media.