More than 500,000 views of PKF's careers videos.

PKF is an accounting, audit and advisory firm competing for talent in one of the most contested professional services markets in the country.

The challenge.

Accountants and advisers have a lot of choice, and the largest firms in the market put a great deal of money into being the first name they consider. PKF wanted candidates to understand what it is actually like to work there, and it wanted to reach the people who might be a good fit but were not looking at PKF yet.

What we did.

We developed PKF's EVP brand architecture, then designed and wrote its new careers page. We produced a full suite of employer brand videos, with PKF's own people describing what they value about working there.

We then ran advertising campaigns to put those videos in front of the right audiences, particularly on YouTube. We used targeting to identify people who had been looking at the careers pages of PKF's talent competitors, and then showed those people PKF's videos, so PKF appeared at the moment they were comparing options.

The outcome.

PKF's careers videos have been viewed more than 500,000 times. The videos also give PKF a library of real stories from its own people that it can use across its careers page, job ads and recruitment campaigns.

If you're considering something similar, you can read more about how we run recruitment marketing campaigns.

For more on the thinking behind this work, read Great employer brand content does nothing if nobody sees it.