New Hire Marketing Campaign
In the competitive tech industry, job seekers have many options. They seek a company that not only pluses up their work experience but also challenges them to push boundaries. AppDynamics encourages candidates to think beyond the job description and embrace new possibilities, recognizing that its people are the company’s strongest asset and biggest partners—you + AppD.
The new hire marketing campaign had two key objectives: to introduce potential candidates to the company and to position AppDynamics as a place where they can grow their careers, take on new challenges, and make a lasting impact.
Role
Art direction, strategy and design
Campaign Lockup
A campaign lockup was designed to unify messaging and branding. The hand-drawn type adds a first-person perspective, enhancing the campaign's personal touch from the candidate's viewpoint.
Lockup Variations
A list of candidate goals was paired with the campaign lockup, highlighting shared aspirations and emphasizing the personal connection to the campaign's message.
Social Posts
As the first phase of the campaign, social posts were designed to drive awareness and attract a diverse pool of qualified applicants. A series of LinkedIn assets enabled hiring managers to easily share open positions, directing candidates to the AppDynamics website to learn more about the company and explore open roles.
Instagram Stories
To engage audiences in a longer storytelling format, Instagram Stories were employed, featuring a call-to-action prompting viewers to "check out open positions" and directing them back to the AppDynamics careers page.
Website careers page
Careers Page not only supported the campaign but also served as a central hub for candidates to explore company culture, values, and open roles.
Welcome post
The second phase of the campaign focused on creating templates that managers could use to welcome new team members. A standardized format was designed to seamlessly integrate the new employee’s photo and job title, making it easy for hiring managers to share personalized welcome posts and celebrate new hires across the organization.
New hire welcome kit
The final phase of the campaign introduced a personalized welcome kit for new hires. Sent before their start date, each kit featured a custom exterior, a note from their manager, branded swag, and a booklet with key info about AppDynamics—helping new team members feel valued and excited to join.
Internal team video
The campaign was also leveraged for an internal video that got employees involved with voicing why they love working at AppD.
