Securing Diverse Top Tier Talent For the University of Surrey
Diversity Case Study
Client and objectives
In the face of an intensely competitive market for qualified candidates, the University of Surrey needed to attract top-tier academics to help build a strong diverse research community.
This involved not just filling vacancies for that year’s intake but also creating a pipeline of future talent ahead of pivotal UK-wide research assessment upcoming in 2029.
Our PPC approach
- Developed a comprehensive multi-channel, multi-service strategy, starting with D&I research to pinpoint optimal candidate-sourcing channels. Crafted targeted messaging for hiring and D&I alignment.
- Created a HireCast™ Interactive Recruitment Video to promote the Surrey Future Fellows programme. This allowed candidates to self-select and focus on relevant content.
- Designed conversion-focused landing pages housing HireCast™, tailored for all but specifically resonating with D&I audiences.
- Identified 5 paid media solutions, including programmatic, Google Search, Display, Twitter, and LinkedIn, based on candidate research.
- Utilised 5 specialist job boards in two groups, integrating them with traditional channels. Leveraged university-related platforms and D&I-focused platforms.
- Implemented gender-neutral campaign content across all channels, complying with anti-discrimination legislation. Prioritized female imagery and used tools to ensure gender-neutral and bias-free recruitment copy.
- Applied advanced SEO for Surrey Future Fellows campaign, emphasising language recognised by search engines and rated as neutral in content audits.
- Produced detailed reporting regularly to provide insight and continually improve campaign performance week on week.
The results
Exceeded gender targets with 61% women overall and 81% at senior levels
All roles successfully filled during initial phase of campaign
Achieved 30% BAME diversity targets with 12+ nationalities represented
1.2M impressions
1.4K+ applications received
What our client said
We recently partnered with Enhance Media and won the UHR Award for our ‘Surrey Future Fellows’ campaign. With Enhance’s support, we exceeded all core KPIs. We achieved our diversity target of over 30% appointed candidates from ethnic minority backgrounds and exceeded our female target with 61% of appointed candidates being women, and over 80% of women at senior Fellow level.
The campaign harnessed market leading methods in our sector, including an interactive recruitment video, alongside programmatic advertising augmented by traditional approaches to recruitment – driven by Enhance.
A huge thank you to Enhance Media for making this campaign a success – one the smartest agencies we’ve worked with. We’re simply over-the-moon and look forward to working with Enhance on our ongoing campaigns.
