Increase awareness of career opportunities at JPMorgan Chase and engage broader campus audiences, through:
1/ maintaining a more consistent, always-on media presence, particularly during the exploratory Spring/Summer phase of the graduate recruitment cycle, using relevant channels, and 2/ finding partners whose goals align with the JPMorgan Chase recruitment mission of helping students navigate their career search and educating them on the wide breadth of career opportunities available to them.
In late 2015, LinkedIn announced the development of the 'LinkedIn Students' app', a personalized job exploration guide for campus audiences, providing tailored job related recommendations and career advice based on real data from the career paths and profiles of hundreds of millions of successful professionals active across the social platform.Through this app, students would use these insights to discover and explore career opportunities they hadn't considered or even known were possible.In addition to LinkedIn being the world's top resource for careers generally, the core mission of the new app aligned with JPMorgan Chase's ethos of career enablement and candidate education.
The collaboration was not an off-the-shelf native-ad campaign.Through working closely with the LinkedIn development team, JPMorgan Chase helped create a unique first-to-market opportunity as the exclusive launch partner for the app, providing customized, branded content native to the app experience designed to help students navigate the early steps of their career journey.
The campaign ran from April through October as a seven-part career advice series created by in-house JPMorgan Chase career guidance experts, taking users through a step by step guide of the job exploration and application process as part of the app's 'JPMorgan Chase Extra Credit' section.The series followed the graduate recruitment cycle timeline, providing the right advice for the right stage of the cycle the students were likely to be at:
April: Considering their options
May: Taking the first step
June: Developing your elevator pitch
July: Making your application stand out
August: Building your network
September: Closing the interview
October: Signing the offer letter
Designed to help all students, the light-hearted animation based series directed users to the 'Extra Credit' pages on the JPMorgan Careers Website. Here, they could read more in-depth longer form content, register to attend virtual educational events and explore the rest of the site – with the aim of increasing their knowledge and confidence when starting out on their career journey, and for some, putting JPMorgan Chase on their consideration list.
By integrating content natively into the user experience, JPMorgan Chase generated 446,000+ impressions , with each app user engaging with at least two pieces of branded Extra Credit content throughout the campaign.
The wide reach of the app enabled JPMorgan Chase content to be viewed by students from 5,900+ schools and colleges – both within the US and internationally – substantially increasing the company's campus footprint during the recruitment season.
29,000+ individuals demonstrated intent to receive further advice and learn more about the firm and opportunities, representing a 21%+ lift in traffic to the JPMorgan Chase careers website from the LinkedIn platform.
Impressions and interaction levels remained consistent throughout the duration of the campaign, and recruitment season, validating the importance of offering career advice in a serialized format, while avoiding content fatigue among the student audience.
