MSL

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Don't just fit in. Belong

EY wanted to move the conversation away from ‘D&I’ to ‘Belonging’ – a feeling everyone understands and creates in their workplace. But what does it mean to belong? We worked with EY and specialist experts to find out. Conducting a UK-wide survey with YouGov, we looked to better understand people’s feelings on the subject and ensure these thoughts were reflected in our messages.

We launched an integrated, content-rich programme that used insightful pieces and industry partnerships to tell EY’s story authentically. Facebook and LinkedIn were the chosen social platforms as we had to gain both on-platform engagement (via Facebook) and click-throughs to more detailed information on EY’s site (via LinkedIn).

Working closely with EY’s D&I team, who were launching ‘Belong’ learning initiatives internally, we ensured all external messaging was aligned to internal activity. Additionally, Senior Partners endorsed the approach with thought leadership pieces. This supported EY’s view on driving change, ultimately creating greater visibility and new commentary opportunities.

1.6m
Impressions for the main campaign video across LinkedIn and Facebook
5,285
Unique visitors to EY Belong web pages
27%
Increase in applications from female candidates in the first three months of the campaign launch (Jan-Mar 2019)
35%
Increase in hires compared to the same period last year

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Don't just fit in. Belong

EY wanted to move the conversation on from ‘D&I’ to ‘Belonging’ – a feeling everyone understands and creates in their workplace. Creating a series of films and social content under the banner ‘Don’t just fit in. Belong’ we showed real examples of what belonging means at EY.

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