APRA Graduate recruitment program

A campaign to convince high performing financial studies graduates across Australia that a career at the Australian Prudential Regulatory Authority (APRA) will give them an unparalleled overview of the financial services industry.

CHALLENGE

For high achieving finance and business graduates there is great appeal working for the big banks where there can be lucrative rewards. The challenge was to deliver key messages that highlight the multidimensional benefits of working at APRA so that these can be weighed up against other career options.

SOLUTION

Research indicated that the target audience have an attitude towards work that differs significantly from previous generations. Young people are motivated by the opportunity to make a difference in society, as well as opportunities for career advancement. Many identified a public service career as a sense of obligation to contribute to the public interest; APRA’s role as the prudential regulator was ideally placed to benefit from this sense of obligation.

CAMPAIGN

Our campaign promoted the social benefits APRA delivers graduates, helping ensure that the savings, insurance policies and superannuation nest eggs of over 24 million ordinary Australians are in sound hands. The campaign was centred on a new website, apragraduatecareers.com.au and executed online with testimonial videos from current members of the APRA graduate program, in print, via collateral displayed at student career events and across social media.

CAMPAIGN ELEMENTS

• Strategy and positioning

• Redesigned website and banner creative

• eDM campaign

• Online videos

• Magazine ads and collateral