New Hire Marketing Campaign
In today's dynamic tech landscape, there are abundant opportunities to join progressive startups. However, job seekers are looking for more than just a job; they seek a company that fosters personal and professional growth while empowering them to exceed their limits.
The objective of AppDynamics' new hire marketing campaign was to attract potential applicants who are eager for their next challenge but may not be familiar with the company.
My approach to the campaign focused on creating a personal and relatable tone. I paired a list of attributes that candidates seek in their next role with hand-drawn "You" typography. These attributes resonate with candidates' aspirations and reflect AppDynamics' core value of encouraging employees to think beyond their roles.
This is You + AppDynamics—your next big opportunity awaits.
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
To increase the number of qualified and diverse applicants, a series of assets tailored for LinkedIn, that allows hiring managers to easily post "open position" job listings. The lockup "attributes" were customized for different teams across the organization, including Sales, Marketing, Customer Experience (CX), and Product Engineering.
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.
Welcome post
As part of the templated approach for hiring managers, a format was created to seamlessly incorporate the new employee's photo and their job title welcoming them to the team.
New hire welcome kit
The campaign was extended to include a new hire welcome kit, allowing hiring managers to send personalized packages to their new team members before their start date. Each kit featured a personalized exterior and included a note from their new manager, branded swag, and a booklet containing helpful information about AppDynamics.
Internal team video
The campaign was also leveraged for an internal video that got employees involved with voicing why they love working at AppD.
