Increasing black heritage applications and conversion

Objective

Global financial services company, Macquarie, wanted to pilot a bespoke solution to increase their engagement and brand awareness amongst black heritage audiences. They wanted to not only improve diversity in their early talent pipeline - particularly amongst this underrepresented group - but also increase the conversion of this demographic through to offer.

Solutions

Here’s how we worked with Macquarie to achieve these goals and champion diversity: 

  • Hyper-targeted digital activity to attract diverse applicants - with a particular focus on engaging female and black heritage students and graduates.

  • Creating a shortlist of perfect fit candidates through CV screening and cognitive testing facilitated by Bright Network

  • Coaching best fit candidates with 1-2-1 coaching calls and regular webinars to the shortlist of candidates - helping them have the best chance of success in the recruitment process

Key results

White
879

Page impressions - 69% of which were from black heritage Bright Network members

411

Applications to the Macquarie coaching programme

4

Hires made - 3 of which were female

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It was such a pleasure to partner with the Bright Network to develop an innovative initiative to increase the pool of BAME talent for Macquarie. It felt like we were on one team working towards a shared goal. We truly collaborated from start to finish, and our efforts led to a unique opportunity for a talented group of students, and a diverse pool of talent for Macquarie that we may not have reached otherwise.
Sally Gannon
Head of Graduate Recruitment
Macquarie - icon