Deloitte
Defense, Security, and Justice
Project Brief
What is Deloitte DS&J?
Deloitte’s Defense Security and Justice consulting department serves a variety of government entities such as the Department of Defense, Department of Homeland Security and Justice, along with intelligence communities. Deloitte DSJ works across cyber, visual and strategic platforms to help serve and protect.
What’s SCADPro?
SCADpro is recognized as the preeminent university partner in higher education, on par with premier design agencies worldwide, generating new ideas and products for the world’s most influential brands — from prestigious Fortune 500 names to private and public small- to mid-cap companies.
What was the Design Challenge?
Deloitte wanted to support their growing group of DSJ clients with talented and motivated practitioners and understand how to leverage their desire for public service. To accomplish this, Deloitte and its clients needed innovative methods to identify both active and passive candidates, understand and align to their motivations, and systematically attract and develop these experienced professionals.
Our Target Audience
For this project, Deloitte DS&J wanted to target intelligent, motivated, and idealistic early to mid-career professionals looking to grow themselves, their skill sets, and their career. To attract these kinds of individuals, our team proposed three goals for Deloitte DS&J:
1. Personalize recruitment marketing for target audiences.
2. Create a more engaging talent experience.
3. Build a community of experienced professionals.
The Ask
These aims directed us on our journey to understanding and improving the entire flow of Deloitte’s current recruitment:
How might we enhance recruitment marketing and communications?
How might we personalize the talent experience?
How might we recruit more effectively to exceed the competition?
Research, Analysis and Synthesis
Ideal Experience Framework
Persona Matrix
Strategically plotting the central data beginning with feelings, wants, and then values of our interviewees, we found the root feelings that many experience throughout the DS&J recruitment and onboarding process. We discovered that the DS&J recruitment process left candidates feeling confused and disconnected, which deterred them from proceeding. This led our research team to wonder ‘How can we increase belonging and connection throughout the recruitment and onboarding process while showcasing new upcoming talent?'.
I proposed to our research team that we utilize a persona matrix to demonstrate the diversity of DS&J new hire experiences. We plotted candidates according to the quality of their recruitment and onboarding experience and according to how connected they reported feeling. We identified four persona groups that we categorized and created narratives of their similar recruitment and onboarding journeys.
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Group 1 exhibited previous connections to Deloitte, and an incredible dedication to networking. They showed resilience in their social strategies to make up for the lack of clarity within the processes at hand. Group 1 showcased an ability to be strongly self-motivated and work autonomously and independently while navigating the recruitment and onboarding process.
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Group 2 had slightly better recruitment and training experiences because of previous social networks they were able to utilize throughout their onboarding process. This group is more likely to utilize existing platforms to exert their interests and find answers. However, these candidates continued to note a lack of human touch throughout the virtual onboarding experience.
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Group 3 found Deloitte’s recruitment and clearance process to be standard and had neutral sentiments towards the functionality.They found that the recruitment process operated as they expected in terms of interviews and transparency. Group 3 found themselves
to be frustrated and confused at the lack of transparency and miscommunication regarding their introductions to the firm. -
We had two notable outliers that caught our attention. These two felt the highest level of connection of our interviewees, yet still had unremarkable onboarding experiences.
After completing our secondary research about DS&J, the target audience, and impactful recruitment strategies, our research team began to interview recent hires of DS&J. From these sessions we created two frameworks that would guide the rest of our project.
*Our team later completed a second round ot interviews to dive deeper into these rich findings and build out a stronger narrative of candidate experiences
Creative Team
Our creative team was responsible for exploring innovative methods to rebrand DS&J with unique marketing and recruitment strategies that would attract our desired audience and align with our research findings. Our teammates crafted three final concepts to prototype and execute.
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Gamified Collaboration
Embodying collaboration, our escape room seeks to create an immersive experience that incorporates Deloitte’s rich work culture into the application process.
Paint the World Green
Creating abstract installations to spark intrigue, our big green dot would interest passersby in strategically chosen defense epicenters, speaking to candidates with relevant skills in real environments.
Branded Video Content
Using social media, our branded content videos would show the dot and Deloitte in a new light fostering an inclusive and welcoming identity.
Prototyping online motion media content
Our team completing an escape room as a case study for our immersive recruitment experience
Final Deliverables
Our final deliverables for this ten week project included three outputs that would help Deloitte DS&J recruit new talented through innovative methodsm rebrand their online presence, and enhance their recruitment and onboarding journey.
Our team created three motion media videos that would showcase the unique values of Deloitte Defense, Security and Justice and enhance their marketing presence. By being transparent about their values and mission as an organization, Deloitte DS&J can attract potential hires and allow candidates to align with the brand identity, leading to more brand awareness and greater recruitment opportunities.
To address the issues of disconnection and isolation of the Deloitte and DS&J recruitment and onboarding experience, our team created The Green Room. This immersive experience was designed to make the recruitment and onboarding process collaborative, and playful, while creating a bonding experience between candidates and Deloitte DS&J. Our team also embedded a metric framework that would measure the talents and skillsets of candidates as they completed the puzzles involved in The Green Room, so Deloitte DS&J could document and assess the natural behaviors and skills of each candidate.
Our research team created 3 final journey maps. These documents included both current and future state maps, along with an emotional journey map. I created the emotional journey map to simultaneously visualize the fluctuations of both positive and negative experiences of the Deloitte DS&J recruitment and onboarding experience along with areas of opportunity. Our future state journey map included all improvements our interviewees ideated, along with our SCADpro team’s final deliverables implemented into their respective phases of the candidate’s journey.
Branded Video Content
The Green Room Experience
Journey Maps
Our team built and prototyped The Green Room experience and had our clients solve The Green Room puzzles before pitching our final presentation.