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Case Study
Graduate scheme
How we leveraged new social channels to attract a more diverse graduate audience to a luxury real estate brand.
Applications
+53%
Diversity Applications
+65%
Clicks to Microsite
+17,000
The challenge
Knight Frank is an international real estate consultancy, renowned for its prestige and luxury. They don’t struggle to fill places on their graduate scheme. The challenge was to attract candidates from a wider pool of experience. They wanted to stand out in the minds of audiences from real estate and non-real estate backgrounds too.
Our campaign needed to strike the balance between reflecting their luxury market status, while showcasing that they’re an inclusive organisation – and that you don’t have to be a particular ‘type’ to succeed on their graduate programme.
The solution
We created an early careers-specific EVP – ‘Build beyond today’. This complemented Knight Frank’s existing employer brand and created a platform for an insight-led future-focused approach.
As well as planning a six-month content calendar, our social media strategy team worked to push boundaries beyond a traditional campaign.
Using Ploy – Ploy targets those within the early careers space. This partnership made Knight Frank one of the first early adopters of the platform to engage with relevant audiences.
An awareness-boosting competition – Inviting university students to think about building beyond today and design a real estate solution to a real-world problem, for the opportunity to win £3,000. We identified relevant influencers to help judge and promote the competition.
Using Twitch to launch the competition – Engaging authentically with the audience of dedicated Sims streamer and influencer Ebonix, enabling us to create a campaign in real time using an organic channel and live chat.
TikTok & Instagram – Reaching our target demographic with an eclectic mix of video and text-led content that successfully drove our audience to Knight Frank’s career site.
Results
Increased applications – With a 53% increase in applications overall, the campaign saw a 65% increase in applications from candidates from diverse backgrounds – achieving the goal to reach a wider audience who may not previously have considered Knight Frank’s graduate programme.
Successful Twitch engagement – With 541 live viewers and 47 unique chat contributors.
Expectation-exceeding competition participation – At time of writing, the competition was still open – with the competition site receiving over 17,000 clicks so far.
The campaign really speaks to who we are as an organisation. It’s been a highlight and topic of conversation in our business – and audience response has been overwhelmingly positive.
Hannah Rolph – Associate Head of Talent Acquisition and Early Careers, Knight Frank
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