Objectives:
- Build brand awareness
- Educate our audience about who we are, what we do, and why to choose a career with us
- Encourage our target to explore the breadth of career opportunities at GS (by way of our Careers Quiz on GS.com)
- Drive application submission rates across all divisions
- More effectively reach local markets
In 2016 we continued our efforts to identify new and interesting ways to increase reach and engagement with Goldman Sachs' core recruiting target: Hero Millennials. The challenge with this audience is that while they know about Goldman Sachs (GS), they don't necessarily know what they could do at GS — how to translate their unique skill-sets and diverse backgrounds to working at the firm.
Spotify, an untapped channel for GS, presented an opportunity to engage with this often hard-to-reach audience. Using a mix of :30 spots and companion banners – targeted to select geos in both the U.S. and U.K. –we were able to reach a large Millennial population that was desirable to GS.
The audio content touted the range of diverse careers a recruit could explore at GS, no matter their background or major, reinforcing that the opportunities at the firm expand beyond the traditional financial roles usually associated with investment banks. The call to action at the end of the spot encouraged listeners to take the careers quiz on GS.com, which allows people to explore different divisions and roles at the firm in an engaging digital format.
The companion banner featured an illustrated desk, where atop one could find various academic tools that a recruit would find on his/her desk. The copy reinforced the audio, encouraging listeners to explore the potential role they could occupy at the firm with the output from the career quiz on GS.com.
Both the audio and companion banner were customized for each region. We casted local VO talent for the UK and US to deliver the reads, and the copy on the companion banner leveraged text and grammar commonly used in each region.
Overview
- The Spotify campaign drove 2MM listens of our audio ads and generated 4,176 Clicks through to the careers quiz, exceeding Spotify advertising engagement benchmarks suggesting our combination of creative and placement resonated with the target.
- Average time on site for Spotify driven traffic was 4.3 minutes, nearly 2x that of the average GS.com visitor, even when including users that exited the site and did not engage with the quiz.
- The UK placements in particular drove Clicks to the careers quiz at a rate 2.4x that of the Spotify average, and at a CPC level 4.5x more efficient than the US placements.
- Several large publishers generated added reach by writing about Goldman's recruiting outreach on the new channel.
Press Coverage
- The following publishers wrote about Goldman Sachs' recruitment campaign on Spotify, amplifying the campaign's reach: Adweek, Bloomberg, Business Insider, Fortune, Yahoo Finance, CNET, DigitalMusicNews, HypeBeast, UberGizmo. Links to press articles are listed at the bottom of the entry.
Front End Media Performance
- Goldman's recruiting campaign exceeded Spotify's benchmarks for each respective listener target, most of all for the UK listener target.
Back End Site Performance
- Average time on site for visitors was 83% higher than the site average, even when accounting for visitors opting to exit the site upon landing at the careers quiz. This is largely driven by the time needed to complete the careers quiz.
