Knight Frank
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The challenge
Knight Frank is an international real estate consultancy,
renowned for its prestige and luxury. They don’t struggle to fill
places on their graduate scheme. The challenge was to attract
candidates from a wider pool of experience. They wanted to
stand out in the minds of audiences from real estate and non
-real estate backgrounds too.
Our campaign needed to strike the balance between reflecting
their luxury market status, while showcasing that they’re an
inclusive organisation – and that you don’t have to be a
particular ‘type’ to succeed on their graduate programme.
The solution
We created an early careers-specific EVP – ‘Build beyond
today’. This complemented Knight Frank’s existing employer
brand and created a platform for an insight-led future
-focused approach.
As well as planning a six-month content calendar, our
social media strategy team worked to push boundaries
beyond a
traditional campaign.
Using Ploy
Ploy targets those within the early careers space. This partnership made Knight Frank one of the first early adopters of the platform to engage with relevant audiences.
An awareness-boosting
competition
Inviting university students to think about building beyond today and design a real estate solution to a real-world problem, for the opportunity to win £3,000. We identified relevant influencers to help judge and promote the competition.
Using Twitch to launch
the competition
Engaging authentically with the audience of dedicated Sims streamer and influencer Ebonix, enabling us to create a campaign in real time using an organic channel
and live chat.
TikTok & Instagram
Reaching our target demographic with an eclectic mix of video and text-led content that successfully drove our audience to Knight Frank’s career site.
Results
Increased applications – With a 53% increase in applications overall,
the campaign saw a 65% increase in applications from candidates
from diverse backgrounds – achieving the goal to reach a wider
audience who may not previously have considered Knight Frank’s
graduate programme.
Successful Twitch engagement – With 541 live viewers and 47
unique chat contributors.
Expectation-exceeding competition participation – At time of writing,
the competition was still open – with the competition site receiving
over 17,000 clicks so far.
The campaign really speaks to who we are as an organisation. It’s been a highlight and topic of conversation in our business – and audience response has been overwhelmingly positive.
Hannah Rolph – Associate Head of Talent Acquisition and Early Careers, Knight Frank
