Reimagining Graduate Recruitment with TikTok

A leading global professional services firm working with a higher education body. This wasn’t just a campaign. It was proof that when strategy meets courage, the results shift both perception and performance.

Graduate recruitment had stagnated. The firm needed to cut through to Gen Z talent , a cohort sceptical of traditional corporate campaigns. Research underscored the challenge: only 6% of Australian corporates were active on TikTok (Edelman, 2024), while those under 22 conservatively spend  90 minutes a day on the platform. The gap between where corporates were talking and where young people were listening had never been wider.

This Maestro spearheaded the firm’s first TikTok-led recruitment campaign, breaking new ground in an industry still wedded to brochures and career fairs.

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• Employees, not executives, became the storytellers – authentic, funny, relatable.
• Content was designed for TikTok-native storytelling: fast, human, and trend-led.
• The campaign embraced humour and authenticity to make a professional services career feel relevant and exciting.

• Graduate applications surged by 300%+, the highest in the firm’s history.
• The campaign redefined internal expectations of recruitment marketing.
• Externally, it repositioned the firm as progressive, daring, and in touch with the next generation.
• Winner – Engineering Marketing Campaign of the Year‍
• National Finalist – AMI Social Media Marketing Awards‍
• A defining campaign that contributed to this Maestros recognition as Australia’s Certified Practising Marketer of the Year (2025)