Engaging candidates is more difficult than ever with so many competing priorities demanding their attention. Fortunately, advances in technology have made it possible to create some truly unique experiences to engage this tech savvy audience. Recruitment Marketing and employer branding practitioners now have a range of tools at their disposal to better attract, connect with and convert job seekers.
But one aspect that hasn’t really kept up with the rise of technology in recruiting is campus events. Think about it from a student’s perspective: You enter a career fair or information session only to find you’re watching the same kinds of presentations, which can make it difficult to distinguish one potential employer from another. In this way, campus hiring events have become a necessary evil for students to explore opportunities to launch their careers.
At Deloitte, we visit more than 200 U.S. campuses each year to find new, energetic and passionate students to join our organization. Over time, we began to notice that if we wanted to attract the best and brightest, we needed to stand out and differentiate ourselves from the dozens of other organizations vying for the same talent.
Enter augmented reality (AR), and enter Deloitte’s Your Future: Explored mobile app. We use this app at campus recruiting events to allow students to discover different facets of life at Deloitte, what our culture is like and how they can potentially contribute as an employee.
We launched the app last year and have received great feedback so far. Our approach seems to be the first of its kind, and students tell us they like interacting with our organization and brand in this different and interesting way.
After all, Deloitte is an organization focused on technology and innovation. With Your Future: Explored, we’re delivering on that by providing an AR experience that gives job seekers – from students to experienced professionals — the chance to interact with our brand in an engaging way.
I’d like to share with you some insight into how our app works and how we’re using it to more effectively connect with potential candidates at campus events.
Focused on innovation and value
While innovation is a key driver, what good is an app that’s created just for the sake of being on the forefront? We knew that it needed to provide value to students, and the best way to do that was to make sure it answered some of the top questions that candidates at campus events often have.
- What kind of work will I do?
- What can I expect in the first few years of my career?
- How is the organization going to invest in my development?
- What is the work environment like?
From there, we had a game plan and an idea for the type of content that would resonate with — and answer the questions of — our audience.
Value and innovation realized
Your Future: Explored features 4 different experiences for students, and each one works to provide information that stands out from the typical interactions job seekers have with a potential employer.
One of our experiences is called Meet Hailey. This experience was created to help students learn about the development opportunities that Deloitte offers to employees, and to hear it directly from one of our own. Hailey talks about mentorship, the different industries that our businesses serve and Deloitte’s focus on providing learning and development opportunities.
Hailey speaks directly to candidates to help them discover what it’s like to work at Deloitte.
We also have an experience called Deloitte City. When searching for a new opportunity, candidates often want to learn about the office environment they might be joining. We provide insight into this through this 3D experience. While we can’t include all of our offices in the app, we do feature 6 different Deloitte locations around the U.S.. Through this glimpse into these offices we also show what Deloitte values and how we use those spaces to develop our employees.
Candidates can explore a range of Deloitte’s offices to get a feel for the work environment.
To check out Meet Hailey and Deloitte City in more details — and to see our other AR-based experiences that we provide for candidates — you can download our Your Future: Explored app in the Android or Apple stores.
The future of Your Future: Explored
Augmented reality is an evolving and continuously advancing technology, and we are excited about future opportunities to continue to enhance the app. We already have several ideas of how to build on our existing experiences.
Deloitte’s focus on innovation and technology is a key driver for our Your Future: Explored mobile app. And we will maintain that focus by continually improving our app to provide value to our candidates.
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