Case Study: Bowmans Grad Campaign – Recruit the best and stand out from the crowd!

Challenge

In the flooded environment of university life, Bowmans strive to recruit and retain the brightest, sharpest and company-fitting talent that is on track to enter the world of actually working in a law firm. The challenge was to create a new, vibrant and positive approach to the graduate recruitment drive that would give Bowmans a solid and interesting foothold, creating genuine interest and attraction to the students – both on campus and off.

Approach

1. Be different, stand out!: 

Our approach was simple, create a new fresh visual signature for the grad campaign that not only puts the people in the middle of the communication, but using actual candidate attorneys that have already gone the previous recruitment with Bowmans and were successfully hired, we show the value of knowing through various visual scenarios and strong, simple messaging.

2. Modern Visual Identity: 

The doorway to success and a positive career was how we decided to create the identity – showing an actual doorway from past to present, highlighting candidates from all walks of life through Africa, indicating that by joining Bowmans, this really is the next step for a future career.

3. Digital Integration: 

Social media is king with university students, so we opted for a highly optimised social media presence which could highlight key messaging, show real-time on-campus events and create genuine interest around the grad campaign offering. With high turnover and interaction, both with students and Bowmans employees, KNOWING really is about growth!

Results

One year into the campaign, the results have been extremely encouraging.