How do you turn a simple career and talent acquisition page into a campaign that strengthens brand positioning and avoids the usual 'Come work at [insert company name]!'?
Global technology firm Compass UOL wanted to boost their talent acquisition program by creating a marketing campaign that authentically showcased what it meant to work at a company where people's development comes first.
Where I started:
〇 To create the concept for this project, I looked back to the company's tagline, 'Everybody Needs a Compass,' which stands for their goal of being the guide leading companies into the future.
〇 The goal was to have an inspiring and attractive title to boost the company's employer branding and disclose all the benefits available for the professionals hired.
Where I landed:
〇 I came with up a short and objective title that referred to the idea of employees going through an exciting new endeavor to discover and develop themselves personally and professionally.
〇 Instead of focusing on being a part of the company's growth, here, people are in the spotlight.
Where I started:
〇 To create the concept for this project, I looked back to the company's tagline, 'Everybody Needs a Compass,' which stands for their goal of being the guide leading companies into the future.
〇 The goal was to have an inspiring and attractive title to boost the company's employer branding and disclose all the benefits available for the professionals hired.
Where I landed:
〇 I came with up a short and objective title that referred to the idea of employees going through an exciting new endeavor to discover and develop themselves personally and professionally.
〇 Instead of focusing on being a part of the company's growth, here, people are in the spotlight.
After this campaign, Compass UOL wanted to go further on their talent acquisition strategy by promoting its Compass Academy scholarship program, an initiative training and hiring students from Latin America and Africa to work with modern technologies.
Targeted at two audiences, students and clients, the campaign sought to disclose the program to potential students and educate clients about the importance of giving new talents a chance.
Here are some of the communications I developed:
Targeted at two audiences, students and clients, the campaign sought to disclose the program to potential students and educate clients about the importance of giving new talents a chance.
Here are some of the communications I developed:
We all started somewhere, right? Do you remember your first job and how it led you to where you are?
Encourage leaders and clients to embrace new talents from Compass Academy in their project development journeys.
Change the game with Compass Academy. Embrace new talents.
Encourage leaders and clients to embrace new talents from Compass Academy in their project development journeys.
Change the game with Compass Academy. Embrace new talents.
