New boundaries, new brands: a typically ground-breaking JOC autumn

Question: What do the students of Bocconi, INSEAD, LSE and Cape Coast have in common? Answer: they all took part in the recent Bank of America Merrill Lynch graduate webinar.

October’s live broadcast formed the centrepiece of BOAML’s 2014 EMEA graduate recruitment campaign, just one of a number of innovative new campaigns being rolled out by JOC this autumn.

An all-encompassing ‘lights, camera, action’ affair, the webinar saw BOAML graduates and senior employees field questions from current students located the length and breadth of the region.

Having premiered in 2013, this year’s broadcast proved even more successful than the last, with 70% more universities involved and a steady increase in overall log-ins. Encouragingly, there was a significant rise in the number of penultimate and other non-final year students taking part.

Feedback from the event shows students responding positively to a fresh new take on graduate recruitment marketing. After all, where else will you find employees in London engaging in hot debate with students from Paris, Sub-Saharan Africa and Scotland? This is what global banking (and recruitment) is supposed to be about.

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The student responses gathered showed the event to be producing the right results: 96% of viewers said they would apply to BOAML following the broadcast. With an “on demand” video recording of the webinar to be posted on the BOAML careers website, that’s several thousand potential new applicants over the coming months.

Meanwhile, the rest of the JOC team were busy breaking new ground elsewhere: autumn saw the culmination of the graduate recruitment campaign for a remodelled London Stock Exchange Group, following this year’s merger of LSEG and LCH Clearnet.

A new organisation meant a whole new graduate brand identity and a fresh take on the group’s marketing creative.

JOC oversaw production the first ever LSEG graduate/internship brochure, promoting the group’s graduate and internship programmes through the use of original design, photographs and engaging copy.

The creative campaign also included a refresh of the LSEG website as well as advertising in several leading careers guides and publications to further strengthen LSEG’s brand identity within the student community. There was also the formidable task of showcasing the group’s seven subsidiary company logos on key marketing graphics.

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Supported this were a series of on-campus events; these included JOC masterminding LSEG’s presence at 10 university recruitment fairs, helping the group establish its brand within the student community and to stand out from the crowd.

And it looks like all this hard work wasn’t for nothing: at the interim application stage, the numbers are looking good, with a sharp uptick in applications for LSEG’s Business and IT graduate programmes as well as for the group’s internship programmes.

A busy autumn indeed. Bring on winter!

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