In 2007, when the financial industry was at the brink of collapse, one executive at PricewaterhouseCoopers (PwC) saw opportunity.

Shannon Schuyler, then a member of PwC's recruitment team, wrote a white paper for company leadership emphasizing that the firm needed someone to reorganize and refine their community initiatives, and give their corporate responsibility a face.

Three months later the job was hers.

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How did she re-strategize the firm's hiring policies and recruitment outreach to encompass PwC's commitment to corporate responsibility?

1. For one, having a background in experienced hiring and on campus recruitment helped. She has seen first-hand the gradual evolution of the hiring landscape, where candidate priorities shifted from the best-paid job offer to work/life balance, and today, to a company's commitment to responsible corporate citizenship. Her experience assured peers that directives coming from the new Corporate Responsibility Leader would be balanced and realistic.

2. Secondly, the message from campuses was loud and clear. According to Schuyler, candidates are increasingly asking what the firm is doing to give back to the community, who they donate to, what they do toward the environment, etc. "They want to know how they can get engaged when they start. They want to know what our strategies are," she said.

3. Finally, she noted, markedly changing business strategies and decision making processes can be a double-edged sword. As her team continues to work on ensuring that new hires are aware and receptive of the company's commitment from day one, she is also responsible for inculcating a deeper cultural change among current employees. And that is where her real battle lies.

Her observations mirror findings of Vault's recently concluded Job Hunting in CSR series, where four MBA candidates discussed business school, their career transitions and job hunting, all connected with a commitment to CSR and change management.

For now, Schuyler is focusing on the "life cycle of a student."

Her team is busy redefining the firm's hiring strategy by shifting their focus from best practices to candidates' personal journey. "Increasingly, we ask, what are the opportunities? What could we continue to build on as a continuum? Would that really change what their education experience is, and ultimately, their success? It's not just how you do the equations, but how you're taking that and making it part of their life."

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Aman Singh is an Editor with Vault and works with Fortune 500 companies on reporting their diversity recruitment strategies and initiatives.

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