What people are saying


Talking tactics with LSEG’s Adam Powley

January 10, 2017 | Posted in News

With the graduate recruitment landscape becoming ever more complex, we spoke to Adam Powley, Graduate Programme Manager at London Stock Exchange Group (LSEG), about the Group’s latest attraction campaign and the organisation’s goals and priorities going forward.

What have been some of the key developments you’ve observed in the graduate recruitment space from your perspective at LSEG?

One of the main changes I’ve noticed in recent years has been the growing industry-wide drive towards diversity.

Financial services employers are having to meet an ever increasing diversity ask – whether that means hiring more female graduates, increasing the number of technology grads, or opening up their programmes to a broader range of courses and universities.

How have the objectives and priorities of LSEG changed around this?

The graduate intake here at LSEG is small compared with most City employers, but the pressures and demands on the recruitment team are no less intense.

As well as the wider drive towards diversity, we are tasked with ensuring our graduate attraction strategy develops and evolves in line with the changing nature of the business. LSEG is constantly expanding its operations internationally, and we have a growing presence in Asia, the US and mainland Europe, among other regions.

It’s critical that the graduates we hire are able help take the business forward in the direction we want to go in – this could mean recruiting students with overseas experience and language skills, or them simply having a global mindset.

To support this, we have recently extended our campus engagement programme outside the UK. We visited five schools across Europe this autumn, which is a first for LSEG.

How has JOC been helping you to meet these challenges?

Because our in-house resources are quite limited, it’s essential that we have a marketing partner who has their ear to the ground, who understands our precise needs and can help us engage with diverse student audiences.

The work JOC does allows us to have a strong presence on campus, but the team also plays an important advisory role in helping us do what we do – we’ve benefited from their extensive experience in the graduate marketing space.

As the LSEG graduate attraction programme has grown, JOC has been invaluable in helping us to identify the schools we should be attending – both in the UK and overseas – and to manage our relationship with those universities.

The size and quality of our graduate cohort has been rising year on year – applications are up more than 30% over 2015 and 48% of candidates are from our target schools – so, between us, we must be doing something right.

What are the priorities for LSEG going forward from a graduate recruitment perspective?

It’s still early days in terms of our EU campus campaign, but the initial impressions are extremely good. There’s been a huge amount of interest in LSEG at the careers fairs we’ve attended, and the feedback we’ve received from European students has been very positive.

So far, about 10% of our applications this year have come from the European schools we’ve visited, which is great.

As the Group continues to expand I imagine that the appetite for attending international events will only increase and we will find ourselves doing more and more work overseas.

Another key focus for us is technology. As the business becomes increasing technology-driven one of the challenges will be managing how LSEG is perceived on campus. We want to ensure that we’re known for the many exciting new opportunities we offer, as well as our traditional roles in capital markets.

We have strong momentum with the branding work we’ve been doing with JOC. I’m looking forward to us working together to make sure we deliver the right messages on campus, in order to reach the high-quality students that we want to recruit.

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Oxford University by drone

June 25, 2015 | Posted in News

While many people are familiar with the skyline of this most elegant of English university towns, few have had the chance to witness it close-up in all its full glory. Until now that is.

In June 2015, JOC was commissioned by Oxford University’s digital communications department to produce a drone-powered aerial film for their Facebook site – showcasing some of Oxford’s most iconic locations. The film, which was produced with the JOC’s specialist partners Skyvantage, is the first time remote-controlled UAVs (or drones) have been used to film a UK university.


This innovative, cutting-edge technique is able to reach angles that a helicopter or crane can’t, providing a 21st century take on a 900-year-old scene. In the first 30 breathtaking seconds it guides the viewer over some of the university’s most famous landmarks, including the Bodleian Library and Magdalen and Trinity colleges, before taking in the wider city and the surrounding countryside.


JOC is the first marketing agency in the UK to offer its graduate & university clients the use of this service, which also gives the option of ground-based filming and photography.

The film, which now has pride of place on the Oxford University Facebook page, has been causing quite a storm on the social media platform and it was only a matter of time before the video had gone viral.

Five days after posting, it had received over 325,000 views and generated more than 12,000 likes. Around 650 comments had also been posted by excited viewers the world over, some from as far afield as Australia and Pakistan.


The best part is that this ground-breaking service is now available to the UK’s other universities, business schools and other places of learning. It’s a fresh, exciting way to offer prospective students a never-before-seen perspective of the campus and its environs and to give them a taste of what it’s like to study there.

As Oxford has been the first to realise, reputation only says so much; sometimes you need to show people what they’re missing.

“Just a short note to you and the team to say thank you for your work on the shoot on Friday.

It made a huge difference to work with such a professional and hard working team, and we can’t wait to see the footage!”

All best,


Tom Wilkinson
Online Media Producer
University of Oxford

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

December 1, 2014 | Posted in News

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.


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.


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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What’s most important to students?

June 24, 2014 | Posted in News

In a recent targeted student survey we conducted using the Milkround database we asked:

What is most important to you when choosing a graduate employer?”

The results? 52.5% responded that the organisation’s culture and values were what mattered most to them. Next up was salary with 27.2% of the vote. The remaining 20.3% of students replied that the reputation of the brand was most important to them.

integrityIn an age where City employers are battling for top talent, knowing what students look for and evaluate graduate offers on is increasingly important.

The question now is, are employers doing enough to communicate their organisation’s culture, or are they letting their brand lead? If students really care most about the company’s values and organisational culture then companies need to focus on pushing their people and core values as one of their main messages.

Values need to be core to the business, not simply buzz words that employers think students want to hear. And rather than simply talking about how great the people are at the company, employers need to get employees out on campus meeting and talking with students.

We are huge advocates of pushing not only the programme offer, but also the people within the organisation. Face-to-face engagement will always be the number one way to attract top talent. Having a student actually talk to a potential employer in person is much more convincing than sending out an email blast or pointing students towards a website – so it is vital to keep going on campus with your employees. Let your employees do the talking; the company culture and values will come across naturally and in a more meaningful and lasting way. It works.

Another option – if done well – is video. It’s not too expensive and if produced well, can help to communicate and reinforce the culture and values of the organisation.

Communicating the value of an organisation’s culture and the people involved in the business is tough, and listing values that employers want students to think they have is not effective – students can see through this.

What do you think, are employers struggling to communicate their culture and values to students?

– The JOC team


Give us a shout if you would like to talk more about showing off your employer brand’s personality and culture – we can help.

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Guest blog: Looking for the graduates who aren’t necessarily looking for you.

June 3, 2014 | Posted in News

Contributed by Phil Woodford of Here Comes the Cavalry.

It’s probably a big mistake in a blog like this to reminisce about my own university days. Margaret Thatcher was in power and Bananarama were riding high in the charts when I first showed up at the LSE back in 1987. Today’s generation of students would be shocked to discover that not only was I lacking a Samsung Galaxy S5, but my only access to the outside world was via a phone at the end of the corridor in my hall of residence. And that phone, if I remember correctly, only received incoming calls. (Someone on the reception pressed a buzzer in your room if your mum was checking up on you and you’d then be required to sprint.)

Things have thankfully moved on a little in the intervening period. But there is one thing I’m certain remains the same at universities today and that’s the division between students who know where they’re headed and those who don’t.


Some people go to university with a very specific goal in mind. Perhaps they’re intending to enter a profession such as medicine, law or accountancy. Alternatively, they may have a clear idea that they would like to work in, say, finance, technology or the media. With the astronomical cost of higher education today, I suspect the proportion of people with a clear sense of direction is higher than it would have been in the 1980s. It’s simply too much of a financial risk to pursue education for education’s sake unless you’re very comfortably off.

There will, however, still be a significant number of very able university students who don’t necessarily have their career mapped out. These are the people who fall below the radar of the typical graduate recruiters, for a couple of reasons.

The first and most obvious issue is that, understandably, the employers tend to look for focused and career-minded recruits, so may not be hugely interested in those who don’t yet have a clear sense of their future plans. The second problem is that people who fall outside the careerist contingent simply don’t ever come into contact with the graduate recruiters. This is because they tend to be people who just don’t go to the fairs or trawl the beautifully designed graduate microsites created by advertising agencies.

I was a social scientist, who had half a mind to teach and a vague sense that I’d probably end up in politics. As a result, I paid absolutely no attention whatsoever to any of the 80s-style recruitment activity that was taking place on campus at the time. It completely passed me by. No doubt, on the other side of the student bar, there was another guy who had all the visits of leading investment banks marked in big red letters in his Filofax. We didn’t speak to each other.

The danger, I think, for graduate recruiters is the natural tendency to refresh the organisation with people who fit a very predictable profile. For many employers, the idea of reaching out beyond the obvious cohort of recruits is anathema. Why go to the trouble of seeking out people who aren’t even looking?

The answer, I think, lies in the diversity and range of perspectives that healthy, thriving businesses need. We all pay lipservice to the relentless pace of change and the fast-moving world we inhabit. But how easy is it to innovate and rethink old working practices, when we don’t move outside closely defined parameters in recruitment?

Employers who want to look beyond the obvious recruits inevitably need to think quite laterally and creatively. When students aren’t actively seeking out employers, it’s difficult to intrude on their world. That’s where unusual, high-impact events, intelligent use of social media and even the deployment of unexpected ‘guerrilla’ marketing tactics on campuses might well have a critical role to play.

There’s no risk in adopting a predictable formula, as no one will ever criticise you for taking the path your business has already followed many times before. But if you want to find a new blend of talent and aptitude – and perhaps some left-field thinking from your future employees – you may have do some left-field thinking yourself.

Phil Woodford was formerly joint creative director at leading London recruitment marketing agency. For the past eight years, he has worked as a freelance writer, trainer and lecturer. Phil delivers workshops in copywriting and marketing communications for the Chartered Institute of Marketing and teaches advertising at the French business school Groupe INSEEC. He blogs at www.108thstreet.co.uk.

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