The world of graduate marketing has changed immeasurably in the last decade or so; with the old methods of the ‘80s and ‘90s becoming less and less effective, by the early 2000s graduate recruiters needed a fresh approach and new techniques. Enter Graduate Promotions. We pioneered a suite of new approaches to on-campus marketing, using techniques which had previously never been applied to the student market.In short, we founded a company and created a new industry standard.
It all started in 2002 when the business was formed to respond to the need that increasing numbers of graduate recruiters felt to get their employer brand “into the hands” of students rather than just sitting in dusty piles in careers libraries. That emphasis on getting the employer brand into the right places at the right times has informed the Company’s growth ever since.
There have been a number of milestones in the Company’s development. In 2003 Graduate Promotions was engaged to help plan and deliver the highly innovative ‘Dark Horse’ campaign for UK retail bank Lloyds TSB (now Lloyds Banking Group). It stole the show at all the awards ceremonies and heightened employer awareness of the new recruitment marketing possibilities. That same year we were engaged by PricewaterhouseCoopers to deliver a range of on-campus marketing strategies at universities across the UK in a bid to boost their employer brand to number one. It succeeded, and they moved in The Times ‘Top 100’ employer rankings from number 3 in 2003 to number 1 in 2004.
In 2004, Graduate Promotions undertook its first major pan-European campaign, covering 11 countries for global investment bank Credit Suisse First Boston (Credit Suisse today), and our European offering in terms of countries and universities covered has been growing ever since.
In 2007 our US subsidiary was established, in the first year serving clients including oilfield services provider Schlumberger, information technology company Unysis, and again the global investment bank Credit Suisse.
The new approaches of the early 2000s, suitably refined over time, are as valid today as they were throughout the last decade. Indeed, the requirement to combine the specifics of each of an employer’s target campuses and target student demographics with the overall employer value proposition has radically shifted the way in which good graduate marketing campaigns are formulated.
Today, Graduate Promotions specialises not just in the delivery of graduate marketing campaigns, but in graduate marketing consultancy, research, creative development, and digital deployment, as well as in providing support to stretched graduate marketing teams at busy periods of the recruitment cycle.
We now work internationally at over 220 universities, business schools, and other higher education institutions. Our clients include many of the foremost organisations globally and we continue to develop our offering year-on-year, with work in Canada for the first time in 2010 and in Australia in 2011.