In 2016 we continued our efforts to identify new and interesting ways to increase reach and engagement with Goldman Sachs' core recruiting target: Hero Millennials. The challenge with this audience is that while they know about Goldman Sachs (GS), they don't necessarily know what they could do at GS — how to translate their unique skill-sets and diverse backgrounds to working at the firm.
Spotify, an untapped channel for GS, presented an opportunity to engage with this often hard-to-reach audience. Using a mix of :30 spots and companion banners – targeted to select geos in both the U.S. and U.K. –we were able to reach a large Millennial population that was desirable to GS.
The audio content touted the range of diverse careers a recruit could explore at GS, no matter their background or major, reinforcing that the opportunities at the firm expand beyond the traditional financial roles usually associated with investment banks. The call to action at the end of the spot encouraged listeners to take the careers quiz on GS.com, which allows people to explore different divisions and roles at the firm in an engaging digital format.
The companion banner featured an illustrated desk, where atop one could find various academic tools that a recruit would find on his/her desk. The copy reinforced the audio, encouraging listeners to explore the potential role they could occupy at the firm with the output from the career quiz on GS.com.
Both the audio and companion banner were customized for each region. We casted local VO talent for the UK and US to deliver the reads, and the copy on the companion banner leveraged text and grammar commonly used in each region.
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