A New Era in Recruitment for William Buck

In a highly competitive job market, William Buck, a leading accounting and advisory firm, is launching its first-ever out-of-home (OOH) recruitment campaign. The campaign, developed in collaboration with Sydney creative agency Focus Creative (part of Focus Group), aims to attract the brightest talent in the industry.

The campaign is designed to position William Buck not just as one of Australia’s top advisory firms, but also as a progressive company that offers some of the most innovative employee benefits in the industry.

A Comprehensive Review for a Strong Message

To ensure the campaign resonates with the target audience, Focus Creative and William Buck conducted an extensive review of their operations. This process included staff interviews, an assessment of employee benefit schemes, and a review of the company’s service offerings. The insights gathered from this review formed the foundation for the communication framework behind the campaign.

Ellie Moss, Strategy Director at Focus Creative, emphasizes the authenticity of the approach: “Conducting the research ensured we came from a genuine place. We didn’t need to overstate to get our messages across. Every idea put forward is reflective of real experiences that William Buck employees have.”

Avoiding Industry Clichés

For William Buck, getting the campaign right was crucial. Bryony Vandepeear, Partner and Head of Marketing NSW at William Buck, highlighted the importance of avoiding clichés that often appear in the recruitment space. “We wanted the campaign to avoid the clichés that you often see in our industry. It was critical that we balanced the tangible outcomes that we deliver with the informal style that underpins our culture,” Vandepeear explained.

She went on to praise Focus Creative's work: “We love what the team at Focus Creative has developed. It’s got a playfulness to it, while also hitting all the important points we want to deliver.”

Campaign Highlights and Impact

The campaign is live across a variety of out-of-home platforms, including light rail, train stations, and digital displays. It features real William Buck employees, each showcasing the company’s unique culture and the “William Buck difference.” This approach brings an authentic touch to the recruitment drive, connecting with potential employees through genuine, relatable experiences.

William Buck’s first high-profile OOH campaign demonstrates the firm’s commitment to attracting top talent, while also reinforcing its values of innovation, authenticity, and a progressive workplace culture.

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