JLL Brand Awareness final-2

Marisa Baker George Washington University, BA 2017Strategic Research

JLL Brand Awareness Among Undergraduate Business School Students

August 11, 2016

2

Methodology

“I have heard of C&W from friends who have interned there, and just recognize the name”

“What is JLL, a law firm?”

“ I never knew what JLL was until I found a job posting on our school career service website”

• 50 undergraduate business school students 2, 3, and 4th year, through social media

2 Pronged Survey

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There is an untapped opportunity for JLL to raise brand awareness among undergraduate business school students

On a scale of 0-10 (0 being least familiar and 10 being very familiar) how familiar are you with each of these companies?

1 Survey of 50 undergraduate Business School students

JLL CBRE Cushman & Wakefield0

1

2

3

4

5

6

7

8

9

10

Awareness of Real Estate Companies

Brand Awareness

4.4/10

2.5/10 3/10

4

Suggestions from students for improving JLL’s brand awareness:

Students overwhelmingly cite social media as source for learning about companies/potential employers

70% Social media

Where do undergraduate business school students learn most about companies that interest them?

10% Ads 20% Other

Participating in Real Estate Networking

Events

Sponsoring Business School events to help

raise recognition

Stronger social media presence and creative

advertisement

Recommendations

6

Sponsorships & Networking Sponsor events / career / networking events, that gives a larger platform for someone from the industry to speak and raise awareness

JLL- GW Alliance : Sponsor GWWIB Spring Conference

• Position opportunity for JLL WLBN in conference

Speak at Real Estate Networking Events

• REIDO : ( Real Estate Investment Development Organization)

• REFA: ( Real Estate and Finance Alliance)

7

8

create larger Mid-Atlantic social media presence with interns to help build brand awareness among their friends and peers

#JLLDC

Increase Social Media Presence

#JLLDC

Example: leverage the “JLL New Generation” Instagram account

Atlanta and Chicago market frequently use account to post photos highlighting summer intern program

Weekly boomerangs on the account

9

10

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Conclusion

Only a small percentage of undergraduate business school students – a key demographic for prospective future talent – are familiar with JLL

Students suggest JLL increase its brand awareness largely through social media and also through networking events hosted by the school

By building its brand awareness among this demographic, JLL has an opportunity to differentiate from its competitors in attracting future talent

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