BCG Japan Recruitment

Background

BCG already had a strong story to tell prospective hires, particularly once candidates started meeting its people. The challenge was earlier in the journey: making that culture, career opportunity and international environment visible while students were still deciding where to apply.

Challenge

How could BCG Japan build a stronger presence with new graduates before the more personal stages of recruitment, while differentiating itself in an extremely competitive consulting market?

What I did

I worked with the recruitment team across strategy and creative direction, developing a content strategy spanning digital and physical touchpoints. This included a new-graduate recruitment pamphlet and support for the launch of BCG Japan’s recruitment-focused Instagram presence.

Rather than simply advertising jobs, the content focused on the people behind BCG: career development, mentorship, diversity, everyday working life and opportunities to work internationally.

Outcome

The work gave the recruitment team a more coherent way to communicate the BCG experience across channels. Instagram followers grew by more than 45% during the first quarter after launch, while the recruitment materials received increased distribution requests and supported stronger early-stage candidate engagement.