Shifting BCG’s main source of talent

Challenges and objective

  • BCG has a very attractive employer brand, but in 2016 they still received most of their applications from the same universities, most of them private in Madrid and Barcelona
  • BCG was less well known by top talented individuals in public universities, particularly to those coming from outside of Madrid and Barcelona, because the small recruiting team could not reach those efficiently
  • BCG had also a harder time attracting females and has set ambitious targets for gender equality
  • Finally, it was hard for BCG to recruit senior associates and young consultants, because they can only do events with qualified candidates if they are doing an MBA, which many young talents do not do anymore

Solution implemented

In 3 years of work in Spain, Nova has become BCG’s main source of talent, combining yearly in-person events for juniors with digital communications:

  • BCG does a yearly Nova Session for students at the beginning of the recruitment season, where they gather high quality candidates from a variety of universities and work on a Business Case
  • BCG does a yearly Nova Session for professionals with 2-4 years of experience, trying to convince them with the latest in BCG’s technology and discussions around real cases
  • BCG has also attended women-focused events, such as the Nova Women Leaders or an exclusive BCG Women in Digital event
  • BCG uses Nova’s digital communications over email and social media on a regular basis to promote their own events, such as BCG’s Women Bootcamp or the Engineers Case Competition.

Today BCG is an astronaut partner and focuses their recruitment efforts on Senior Associates, Consultants and Data Scientists for the BCG Gamma team.

Results

BCG now beats all competitors in counter offers in Spain

+40%
Of associate or consultant BCGers are Novas
3
Average #recruitments per Nova-BCG event

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