Consulting firms, like McKinsey, BCG or Bain, are increasingly including Instagram in their communication strategy. It is indeed a very good way to promote their employer brand and attract young talents. Zoom in on these new practices.
If social networks are becoming strategic assets for companies, it is because they allow them to target a large audience and attract younger candidates, in a fun and relaxed way.
Instagram now has 26 million users in France and 1.22 billion worldwide. Consequently, it establishes itself as an essential medium to rejuvenate its brand image and share impactful content. Along the same lines, TikTok and even Tinder have become recruitment platforms for companies.
Read also: When companies recruit on TikTok and Snapchat
The presence of consulting firms on Instagram
According to figures provided by Consultant, McKinsey is the # 1 most active consulting firm on Instagram. It is also the most followed with 220,000 subscribers and 1,300 publications.
In second position, we find KPMG (72,000 subscribers), followed by Bain & Company (63,000 subscribers). The latter two remain the only consulting firms to have created an Instagram account dedicated to French users. However, EY remains the least active consulting firm with 0 posts on its Instagram account.
| McKinsey | 220,000 subscribers | 1 300 publications |
| KPMG | 72,000 subscribers | 723 publications |
| Bain & Company | 63,000 subscribers | 864 publications |
| BCG | 24,000 subscribers | 600 publications |
| State Ideareboot | 17,600 subscribers | 323 publications |
| Roland Berger | 6,600 subscribers | 545 publications |
| Oliver Wyman | 6,000 subscribers | 414 publications |
| Kearney | 5,767 followers | 341 publications |
| KPMG France | 1,541 followers | 51 publications |
| BCG France | 1,300 subscribers | 38 publications |
| EY-Parthenon | 184 subscribers | 0 publication |
| Circle strategy | 90 subscribers | 61 publications |
| Mawenzi | 41 subscribers | 10 publications |
| Cylad Consulting | 38 subscribers | 26 publications |
Read also: 2020 ranking of business schools to join KPMG
Instagram: Proximity communication for consulting firms
Communicating on Instagram is an opportunity for consulting firms to show their relaxed side through photos and portraits of new partners in the various international offices. The cabinets also show throwbacks on holidays organized between employees and also present the various workshops organized within the company.
Armand Loiodice de Montis, a student at EDHEC, explains to Consultant : « BCGinfrance is a rather classic page with the life of the company from all angles. They do not communicate on this account to find customers, but to show the life of the company, which allows, among other things, to reassure and attract certain profiles, internships, work-study students, by showing them that they are better. than their competitors. »
Other much newer consulting firms, such as Circle Strategy, founded in 2019, see Instagram as a real opportunity to bring its internal teams closer together and to convey a united image. ” Insta is the best network to express the spirit of the company and the emotional power of the box. The contents are of the order of the coffee machine, sneakers offered to all employees, to well “flared” figures, including facts of the week… We are here to have fun, but not to share pictures of little cats », Explains Augustin van Rijckevorsel, CEO of Circle Strategy, to Consultor.
Read also: BCG, all about the recruitment process and career development
Balance your firm: the image of consulting firms called into question
However, Instagram is a place of expression for all. Thus, the Instagram page Balance ton cabinet – a page like Balance ton internship – was created in January 2021 to denounce abusive behavior within consulting firms. The creator of this page explains: “ I am not inventing anything, my goal is neither to denigrate nor to defame. I make it a point of honor to create content that is true because my goal is to make these companies react. “
This Instagram account now has 11,500 subscribers. He anonymously denounces abuses of power, unfair dismissals and more generally “A toxic work environment”.
Here is an example of testimony relayed by the Balance ton cabinet account: ” It is not so much the workload or the untimely emails that are involved, but above all the toxic climate that reigns there. For my part, it all started during a mission during which I fell ill. I had been coughing incessantly for 15 days without knowing what I had. When I decided to go to the doctor during my lunch break, my manager told me that now was not the time to go, even though it was 9 am-11pm. The same manager who told me earlier that he thought my cough was probably from an ulcer. »
Read also: Internship at EY, The testimony of Victor, student at Grenoble EM
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