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Graduate, Graduate Marketing, Web Development

ING Direct – #graduate

The Challenge

“On a tight budget, we want to create a campaign that raises our profile amongst students and increases the calibre of students applying to our Graduate Programme.” ING Direct Brief

The Approach

Without a brand or the budget of bigger banks, ING Direct (now Barclays) wanted to recruit for 30 international graduates to join the business. Past marketing efforts had led to the HR department being inundated with applications that required a lot of man-hours to sift through. Our solution would help this. Wave created a niche campaign that targeted specific universities across Europe. We were able to gain direct access to the graduates ING needed through working closely with career services and student unions. This specific approach lowered volume and increased quality; and showed students that, with ING Direct, they would become more than just another graduate on another graduate scheme.

The Results

High calibre, relevant applications 128 Time spent on the website 6min+ Bounce rate 17% Mobile device traffic 31% Recruitment turnaround 3 weeks

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