Employees as corporate ambassadors

Case study on the Accenture "Co-Workers Wanted!" campaign in Personalwirtschaft 12/2007

milch & zucker, in collaboration with agency partners Burson-Marsteller Frankfurt and Marsteller London, recently developed the personnel marketing initiative "Co-Workers Wanted!" for the Kronberg-based management consultancy "Accenture". Company employees were used as multipliers in co-operation with Web 2.0 technology in order to reach a variety of very lofty recruiting objectives. Accenture's "corporate ambassadors" were tasked on various channels to attract and secure suitable candidates. A specially developed promotional website shows real-life employees informing potential candidates of their jobs and their day-to-day business dealings site. Videos available on "YouTube" complete the initiative range of offers and services.

The translation of the case study, published in the HR magazine Personalwirtschaft 12/2007, PP. 48-49, is available as Download [112 KB].