Talent Acquisition Campaign

A recruiting & branding campaign focusing on talent acquisition of college students to work at camp.

Goals: Cohesive branding through the applicant's journey from beginning to end, stellar landing page, SEO optimization, targeted paid ads, good story-telling, buy-in, and greater product awareness.

My Role: Creative Director

MY ROLE

As the Creative Director, I got to influence the rebrand and project from ideation to launch. The undertaking was exciting: a new web build, digital assets, print, product, social campaign, and video production.

I focused on researching the pain points of college students: what they cared about most when choosing a summer job, what benefits mattered most, and what roles were most exciting. I conducted interviews to establish a framework to build our story arch – what is the story we're telling to influence a student to work at camp?
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After defining the story we wanted to tell, and positioning the students as the hero, I worked with designers to develop a look and color palette to guide our rebrand. We worked together to build a landing page frame, and I curated photos for each web page.

Utilizing our branding and audience data, I worked with a videographer to develop a hero video for the landing page and five informational videos for the different types of jobs they were recruiting for.

As the project manager, I led the various stakeholders and recruiters to develop a recruiting plan, in person and online, that would achieve the most significant reach. I created our social media campaign strategy for multiple channels and accounts, was responsible for paid campaign management, writing copy, directing content creation, and weaving the recruiting campaign into the existing content on the various channels.