Today’s graduate employers face a more complex challenge than ever. It’s not about attracting more applications, it’s about attracting the right ones. And more importantly, creating meaningful, trust-led connections that convert.
That’s where Wiser Academy comes in.
Led by Saskia Cochrane, Wiser’s Attraction Team has spent the last seven years transforming a simple idea of peer-led advocacy into a bold, scalable, and results-focused solution that’s now reaching students across markets. In this Wiser Expert feature, Saskia shares how the Academy came to life, what makes it work, and why putting students at the centre of the conversation is the secret to standing out.
From campus life to building Wiser Academy
Saskia joined Wiser after five years at university, where she was SU President and gained deep insight into how students think, feel, and make decisions. When Wiser pitched an idea to build a student ambassador programme from scratch, it was the perfect fit.
That hands-on approach laid the foundations for what would become the Wiser Academy, a programme that gives students the tools, training, and confidence to become credible advocates for businesses looking to attract graduate talent.
The idea was simple: students trust students. So why not tap into that
“Careers services are often based in poky offices hidden in an academic building, staffed by people students can’t relate to. Ambassadors flip that on its head.”
Instead of putting the pressure on employers to cut through with polished content and formal messaging, Wiser Academy hands the mic to real students who can share their own perspective and speak directly to their peers in a way that feels authentic and relevant.
This is especially important today, in a post-pandemic world where students are less drawn to risk and more focused on stability. With the cost-of-living crisis, the rise of AI in hiring, and growing scepticism around performative branding, many graduates are applying broadly and emotionally detaching from the process.
“We’re seeing an increase in ‘spray-and-pray’ behaviour among applicants — students are applying to as many roles as possible, hoping something sticks. One of the downsides of AI is that it’s made applications so easy, students no longer see the value in spending time researching or getting to know a brand before applying, especially when they’re likely to be ghosted or rejected anyway.”
Every ambassador goes through training that puts them face to face with the employer, not just the brand story, but the culture, the people, and the reality. It's their chance to ask questions, challenge assumptions, and see if they genuinely connect with the values.
“We want students to challenge the narrative, not just repeat it. Because if they don’t buy it, neither will their peers.”
Disrupting campus culture
The aim? Make students stop, look twice, and say: “I didn’t expect that from this brand, but now I see them differently.”
“It’s about sparking curiosity, starting conversations, and changing perceptions.”
But for bigger brands, that kind of creative freedom doesn’t come easily. At first, corporate clients were hesitant, worried about reputation, red tape, and whether students would take them seriously if they stepped outside the box. Saskia and the team knew that creativity alone wouldn’t convince them. They had to prove it could convert.
“It’s not creativity for the sake of it. It’s about results, more reach, better engagement, stronger conversion.”
Wiser Academy’s approach isn't about flashy stunts. It’s about making brands memorable and meaningful and proving that creativity and compliance don’t have to be at odds.
Expanding globally
After years of building a loyal client base in the UK, Wiser Academy is going global. And it’s not just about growth for the sake of scale. It’s about taking a proven model of peer-to-peer advocacy and applying it to markets where trust, community, and word of mouth carry even more weight.
“In the UK, 85% of top employers use campus ambassadors. In the UAE? Very few. We’re about to change that.”
The first step? Wiser Academy UAE, launching this September.
In the UAE, local hiring is shaped by Emiratisation quotas, government-led targets designed to increase the number of Emirati nationals in the workforce.
“In the UAE market, trusted recommendations are one of the most influential drivers of decision-making.”
By working with local students who understand the cultural landscape, equipping them with the right tools and training, Wiser Academy UAE will help brands build authentic relationships with emerging talent in a way that feels local, not just global.
What Talent Teams need to know (and do next)
Her advice for any early talent team looking to level up is simple: get your brand right, then get creative. A strong EVP is only useful if it translates into something your audience can understand and relate to.
“Start with your employer brand and flex it for Gen-Z. If your tone, messaging or channels don’t reflect how students want to be communicated with, they’ll scroll right past.”
Once that foundation is in place, everything else from campaign ideas to ambassador messaging becomes clearer and more impactful. And in a world increasingly shaped by automation, AI, and fast-moving digital hiring, Saskia believes it’s the human factor that will become your biggest differentiator.
“From the first ambassador conversation to onboarding and development, your people need to feel the culture, not just read about it.”
That’s the magic of Wiser Academy: it doesn't just connect brands to students. It connects people to people with real stories, real voices, and real outcomes.
Want to launch your own brand ambassador programme or expand globally with Wiser Academy?
