Not the Fifth Choice

Grant Thornton Ireland was doubling revenue every three to four years. By any measure, it was growing fast. But in the talent market, it was still being introduced as the fifth of the Big 4. A runner-up framing that understated the reality and cost them candidates they should have been winning.

We led comprehensive research with graduates, experienced hires, recruiters and senior stakeholders to understand exactly where the perception gap was widest. From that, we built a strategic Employee Value Proposition and creative platform grounded in the Go Beyond positioning — the idea that Grant Thornton offered something the Big 4 structurally could not: genuine scope, faster progression, and work that mattered earlier.

The employer brand transformation delivered real change. Grant Thornton won the Investors in Diversity Gold Award, the only Equality Mark for Business in Ireland, and the Outstanding Employee Resource Group Award. The gender pay gap narrowed to 1.58%. Nationalities represented grew by 44%. Employee satisfaction reached a 70% recommendation rate on Glassdoor.