IBM was challenged with losing talented technology recruits
to Google, Netflix, and other more “exciting” technology companies. After
reviewing the personality profile of prospective employees, and matching that
with the real-life culture in the Emerging Technologies Division of IBM, we
developed a campaign that spoke to the risk-taker mentality of targeted candidates.
Ads were strategically placed in venues where prospective candidates might be,
including technology shows, regionally based airports in technology corridors,
and at universities with a high candidate pool. An immediate and direct result was an increase in traffic on
the recruitment website and more awareness of this division at job fairs.
Additional materials were developed in collaboration with fellow creative teams.
Role: Associate Creative Director, Art Director, Designer (print and outdoor
executions)
IBM:
What makes you special?