Auditors are bean counters who sit in cubicles all day - MYTH!
FACT: Auditors work in teams with diverse backgrounds & experience to deliver valuable insights and help solve important financial reporting matters.
For the annual Center for Audit Quality (CAQ)-led #AuditorProud awareness day, PwC conducted an analysis of how PwC and our industry counterparts have typically participated in past #AuditorProud days. We learned that participation in past events was centered on flooding social feeds -- a focus on content quantity in an attempt to claim the largest share of voice, resulting in a swell of social noise featuring smiling auditors along with the #AuditorProud and relevant company hashtags. Our past efforts had been a fun but fleeting social media exercise without considering how #AuditorProud could be used as a true differentiating exercise for PwC's current auditors, leadership, and potential recruits.
Based on this key insight, PwC built a communications campaign fully embracing the CAQ-set "mythbusting" theme, highlighting the important role auditors play in our capital markets and the well-functioning of our economy, as well as the benefits of a career in auditing. Leveraging social media, our objectives were:
We identified four key PwC differentiators in the market to proactively communicate, and laddered those up to common myths about the auditing profession. These included: Audit Quality, Audit Innovation/the PwC Tech-Enabled Audit, Our Be Well Work Well flexibility program, and PwC's emphasis on Creativity & Teamwork. To bring these messages to the market, we identified three strategic imperatives for success:
In an unprecedented cross-functional effort, we worked closely with PwC's US Leadership Team, Global Communications, Internal Communications, Market Communications, Marketing & Events, Video Production, Creative, National Quality Office, and our Social Media paid team to:
Through our social media campaign, we pushed out creative content throughout the #AuditorProud day on our PwC branded handles across Facebook, LinkedIn, Twitter and Instagram. Our videos, GIFs and social cards were shared across the PwC Global Network and used by several international offices to mark the day. All content was designed to drive to our 2018 #AuditorProud landing page content hub, which hosted additional resources on PwC's responsible business leadership, audit immersive experience, and Assurance recruitment. Key results include:
Most importantly, we developed a model for PwC's participation in future #AuditorProud days that ensures the content we create is purposeful, highlights key PwC market differentiators, and can serve as evergreen content for proactive social media campaigns moving forward.
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