OPENING THE FIRST EVER DESIGN LAB IN CHENNAI
THE CHALLENGE: Back in 2012 when we started working with Standard Chartered, they were receiving over 85,000 applications for their global Graduate Programme. But while quantity was high, quality wasn’t great. We’ve been on a three-year (and counting!) journey with Standard Chartered to re-define their approach to attracting graduates. Every year we challenge ourselves to raise the game on how we engage students.
THE IMPACT: Recruiters are filling their roles faster, application numbers are up by 50%, the quality of candidates has improved and most importantly, the student experience has been transformed.
THE IDEA: The journey began with understanding our audience. We sat down with students and started to understand exactly what it felt like to be in their shoes.
WE LEARNT ALOT:
- Students are confused. They are casting the net wide and have too much choice.
- They are vulnerable. They don’t know what they’re good at.
- They find it difficult to get access to authentic information.
- They don’t make informed decisions.
Every company is saying the same thing, making it very hard for students to differentiate and decide.It became very clear that a radical mindset shift was needed. If we were to truly connect with students and change the conversation, we had to make their problems our problems, and fix them. We needed to put the Grad back in Graduate Recruitment.We went from recruiting to guiding, selling to coaching, telling to asking. We created a suite of collateral for the recruiters to engage candidates. Rather than brochures we designed maps to help students make the right decision. We stopped telling them all about us and started asking all about them. We stopped telling them that Standard Chartered was right for them and started asking them if they were right for us.