Johnston Carmichael - Driving awareness

Recruitment campaign


With over 80 years of experience across 16,000 clients, 850 talented people in 13 locations across Scotland and beyond, Johnston Carmichael are Scotland's largest independent Chartered Accountancy practice.


We were tasked with creating a campaign to communicate with potential employees and drive recruitment that built general awareness of Johnston Carmichael and what it's like to work there by putting a human face and a personality to the business, communicating them as an employer of choice. The creative had to be flexible enough to recruit multi-disciplined employees across different career stages. 


We ran a workshop session with representatives from different parts of the business to inform the brief and key messaging. The final campaign stresses that although numbers are what Johnston Carmichael deal in, their employees are never treated as such. The visuals feature photographs of employees and the headlines are displayed in a mixture of letters and numerals. We provided a campaign toolkit that has the flexibility to be consistently delivered across multiple channels to multiple audience types. The campaign was rolled out across social media, online, exhibition graphics and print.


> Campaign creative
> Creative briefing

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