Deloitte

Deloitte in the Islands and Gibraltar delivers audit, accountancy, tax, financial advisory and consulting services to many leading businesses in the four jurisdictions and beyond. Deloitte in the Islands and Gibraltar is part of Deloitte North and South Europe, a global network of member firms.

International Women’s Day is an annual worldwide event, and an important one for corporate organisations which hope to demonstrate what they are doing to combat inequality.

With many organisations taking part, it can be a challenge to get cut through and make your corporate voice heard.

We needed to support Deloitte’s global #BeTheButterfly campaign and create a local event concept to help Deloitte stand out from the crowd, and voice what International Women’s Day means to them as a company and as individuals. This was also an opportunity to showcase Deloitte as an employer of choice and show potential school leavers how it lives its corporate values.

Black Vanilla designed a roundtable-styled event, replicated across offices in four jurisdictions. This event gave Deloitte employees the opportunity to take the theme #BreakTheBias, and intertwine it with Deloitte’s global internal theme, #BeTheButterfly.

We researched, outlined and presented this idea to the client and ‘road tested’ the idea with local stakeholders. After identifying the optimal style of event, we created a format and structure that would offer a safe environment for everyone to share personal opinions.

To create diverse discussion and deliver against the recruitment objectives, we invited local students to attend the events and engage in the discussion with Deloitte employees. To encourage conversation, we created ‘starter’ questions to begin the discussions. These were:

• What does International Women’s Day mean to you in 2022?
• What should it look like to challenge gender roles in schools and working environments?
• In your opinion, what small actions can lead to significant and lasting change?

We leveraged owned media to drive awareness, whilst ensuring control over timing and message delivery.

Social media is an important platform for the younger generation to share their views. Through our research, we knew IWD fell during National Careers Week, therefore it was a great opportunity to intertwine the two occasions. We created both organic and sponsored posts to drive students to the Facebook page.

To create maximum exposure, and control the message and timing, we included paid-for media in the campaign, linking to the Channel Islands’ new application process on the Deloitte Facebook page. This created content relating to both International Women’s Day and National Careers Week to learn about Deloitte’s career opportunities and culture.

To ensure consistency and message repetition, we advised including International Women’s Day #BreakTheBias and #BeTheButterfly hashtags in all messaging.

For further exposure, we encouraged Deloitte employees to share three key takeaways from the event. These were collated and shared in a post-event article summarising the day and the takeaways from the event.

Outputs

Over 30 students across Guernsey, Jersey and Gibraltar attended Deloitte’s roundtable events.

These events were published in 10 posts on Deloitte’s Channel Island Facebook page; they reached 26,556 people and had 1,641 engagements.

Outcomes

In feedback we received, students said that they were grateful to have the opportunity to talk about what International Women’s Day means to them in a safe setting where everyone was respected for their views. This setting gave students who attend single-sex schools the opportunity to hear perspectives they might not have heard before.

The recruitment post had 244 clicks through to the Deloitte recruitment website page.