Objectives

On September 28, 2017 Grant Thornton participated in the third annual AuditorProud social media blitz in coordination with the Center for Audit Quality.

The goal of AuditorProud is to generate buzz around the audit profession and help recruit the next generation of auditors. On September 28, Grant Thornton's auditors and non-auditors alike took to social media and used the hashtag #AuditorProud to share messages about the value of a career in the profession and why they chose to be an auditor.

Strategy and Execution

The firm participated in the social media blitz across a variety of social channels in numerous ways. The Grant Thornton Careers and Grant Thornton US social channels (Twitter, LinkedIn, Facebook, Instagram, Snapchat, YouTube) posted/tweeted AuditorProud content throughout the day, including photos highlighting individual auditors from across the firm along with their words on why they chose this profession. The firm also encouraged Grant Thornton colleagues to share their own posts, and the firm's social channels interacted with them in real time. We also created unique Snapchat filters for each of the 10 offices with the largest Audit presence, so employees were able to create their own photo and video messages by sharing why they were either proud to be an auditor or were proud to support their audit colleagues.

In 2017, we went beyond Twitter with activations on:

•YouTube - Posted videos of employees sharing why they are auditor proud

•LinkedIn – Shared blog posts from Mike McGuire(CEO), Jeff Burgess(national managing partner of Audit Services) and Brian Wolohan(partner, Professional Standards)as well as AuditorProud messaging

•Amplify – Provided Auditor Proud content for employees to share. Amplify is our internal social media advocacy tool.

•Snapchat – Created 11 unique AuditorProud geo-filters

•Instagram – Shared Auditor Proud messaging

Results

The firm's increased social media activations for the campaign paid off — Grant Thornton saw outstanding results and a major increase in engagement, activity and attention from followers of the firm's social channels, including employees.

•Combined social media channel efforts earned over 400,000 impressions and views, an increase of 2,000% from 2016's AuditorProud campaign

•Combined social media channel efforts earned over 1,400 engagements, an increase of 215% from 2016's AuditorProud campaign

Individual performance by channel:

Media