Overview
My Role
Product Manager
Senior UX Researcher
The Team
Audrey Keim
Aditya Dash
Naga Raj Tekula
Riley Carson
Bella DelMonico
Will Price
Alex Pugach
Phoebe Scherer
Lauren Helgason
Yebin Kim
Project Type
CX Experience Design
Talent Acquisition
Duration
10 weeks
Year
2021
Read the full case study here
- Introduction
- Problem Definition
- Research & Discovery
- Prototyping
- Conclusion
Table of Contents
SCADPro x Deloitte DS&J
In collaboration with SCADpro, our team engaged with Deloitte’s Defense, Security, and Justice (DS&J) executives in a vibrant graduate assignment. The mission was to refine Deloitte’s DS&J practice by tapping into public service motivations to both attract and develop active and passive candidates. Over a dynamic ten-week period, our team of 12 designers and two professors delivered actionable insights poised to shape the future of DS&J.
Problem
Deloitte’s DS&J practice encountered challenges in recruiting early to mid-career professionals from the Millennial and Gen-Z demographics. Limited awareness of Deloitte’s federal roles often led candidates to choose competitors. Additionally, the messaging regarding Deloitte DS&J’s role in addressing complex government problems lacked clarity.
Solution
Branded Content Video: Crafted to increase awareness and generate positive sentiment about Deloitte DS&J, highlighting the organization’s mission and impact compellingly.
Interactive Experience: Provided an immersive experience to actively engage potential candidates, showcasing opportunities for growth and networking.
Targeted Marketing Campaign: Utilized social media platforms like Facebook, Instagram, and TikTok to effectively reach and engage potential Millennial and Gen-Z candidates.
Introduction
About the Client
Deloitte Government & Public Services is committed to enhancing public outcomes by tackling complex issues in the public sector through people-centered solutions.
The Challenge
Deloitte’s DS&J practice encountered challenges in recruiting early to mid-career professionals from the Millennial and Gen-Z demographics. Limited awareness of Deloitte’s federal roles often led candidates to choose competitors. Additionally, the messaging regarding Deloitte DS&J’s role in addressing complex government problems lacked clarity.
Deloitte’s Goals
Deloitte aimed to leverage public service motivations to attract and cultivate skilled and motivated practitioners, necessitating innovative recruitment strategies to identify and understand the motivations of potential candidates.
Deliverables
In order to best engage with our audiences’ needs, we provided Deloitte DS&J with three unique deliverables:
Branded Content Videos: Crafted three engaging short motion media videos to elevate brand awareness for Deloitte DS&J and captivate a diverse audience.
Interactive Experience: Developed a collaborative and immersive experience to demonstrate how active engagement can foster connections.
User Journey Map: Detailed mapping of the current and prospective recruitment processes, pinpointing frustrations and successes to better understand applicant experiences.
Problem Definition
The primary objective was to revitalize Deloitte’s recruitment process to attract mid-career hires from Millennial and Gen-Z demographics, requiring a deep dive into their mindsets and motivations within the government sector context. Our comprehensive research and journey mapping led to more effective marketing and recruitment strategies, making Deloitte DS&J a more compelling choice for prospective candidates.
Research & Discovery
Secondary Research Objectives
Understanding the unique needs, motivations, and pain points of Millennial and Gen-Z demographics.
Identifying gaps and opportunities within Deloitte’s existing recruitment processes.
Grasping the specific needs of government clients and their operational environments.
Primary Research Methodology
Survey: Collected quantitative data on candidate preferences and experiences.
Qualitative Research: Conducted in-depth interviews with current employees, industry experts, and potential candidates for rich, detailed insights.
Key Insights
Candidates prize organizations that offer robust benefits, stability, and flexibility. Deloitte DS&J’s commitment to these qualities has been emphasized in our marketing materials.
Recruitment strategies have been enhanced using targeted outreach on social media platforms, attracting Millennial and Gen-Z candidates.
Opportunities for personal growth and skill development are key motivators for candidates. Our campaigns and interactive experiences have been designed to highlight these opportunities.
Efficient onboarding and flexible work environments are crucial. The onboarding process has been streamlined to better integrate and satisfy candidate needs.
The value of patriotism and support for national missions resonates deeply with candidates. Our messaging has been tailored to align with these values.
Design Solutions
Branded Content Video: Crafted to increase awareness and generate positive sentiment about Deloitte DS&J, highlighting the organization’s mission and impact compellingly.
Interactive Experience: Provided an immersive experience to actively engage potential candidates, showcasing opportunities for growth and networking.
Targeted Marketing Campaign: Utilized social media platforms like Facebook, Instagram, and TikTok to effectively reach and engage potential Millennial and Gen-Z candidates.
Prototyping
Prototyping Insights
Engagement Through Unique Experiences: The introduction of “The Green Room,” an escape room model during the recruitment process, effectively facilitated connections among recruits before their official onboarding. This innovative approach not only eased recruits into the company culture but also enhanced team building in a fun and engaging way.
Business Chemistry Insights: The Green Room experience yielded valuable data on business chemistry, categorizing professionals into four types—Pioneers, Drivers, Guardians, and Integrators—to foster stronger relationships and enhance team performance.
Individual Behavioral Placements
Pioneers: Outgoing, spontaneous, adaptable, risk-embracing, and imaginative.
Drivers: Logical, focused, experimental, quantitative, and deeply curious.
Guardians: Methodical, reserved, detail-oriented, practical, and loyal.
Integrators: Diplomatic, empathetic, traditional, intrinsically motivated, and non-confrontational.
Enhancing Team Dynamics
Understanding these behavioral placements allows team members to better comprehend varying working styles, recognize the value each individual brings, and determine what they need to excel. This insight is crucial for fostering effective collaboration and optimizing team dynamics within the organization.
Conclusion
Conclusion and Future Directions
This project surpassed its initial objectives by effectively addressing the nuanced challenges of recruiting for Deloitte’s DSJ sector. The insights and methodologies developed have established a new benchmark for how Deloitte approaches talent acquisition, particularly in engaging and retaining younger professionals. Deloitte plans to further refine these strategies, explore new technologies and methodologies for engagement, and continue to innovate in how it communicates and interacts with potential talent. The success of this project highlights the importance of adaptability and targeted engagement in recruiting top talent in highly competitive sectors, leaving us optimistic about the continuous improvements in our recruitment strategies.