To highlight EY’s commitment to diversity and inclusion and boost female hiring success, MSL created an integrated, content-rich marketing communications programme that used original, insightful content and industry partnerships to create a meaningful way to connect with candidates. We produced an on line guide and animation to provide inspiration, insight and advice on the topic of flexible working, which was hosted on a microsite.
We also worked with EY to make the most of their partnership with the social enterprise ‘Timewise’, so we could showcase the wider business benefits of flexible working and successful role models. This helped secure credible endorsement, greater visibility and more commentary opportunities.
The campaign launched at Google’s head office where Timewise announced their ‘Flexible Jobs Index’, and it went on to secure editorial coverage in major national titles, including the Evening Standard, The Times and The Guardian. This was supported by paid, targeted digital advertising and a comprehensive social media plan on Twitter, Linked In and Google SEM, as well as internal communications aimed at engaging employees.