Campaign Summary
If management consulting is about getting clients to keep up with the times, management consulting recruitment is about keeping up with the talent. The unprecedentedly diverse Gen Y has upended what had been standard practices in recruiting, talent management and career planning. With "Welcome to the Group," Boston Consulting Group met the Zeitgeist by framing BCG as not just an employer brand, but a lifestyle brand centred on a value proposition. Through social media, event marketing and even a fashion line, the campaign succeeded in attracting record numbers of applications from the diverse pool of High Potentials, BCG's...