InnoCraft
Talent attraction
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Talent attraction ☀️
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Employer Branding
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Campaign
🏴 Employer Branding | Campaign
PORTUGAL
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PORTUGAL 📍
Is a talent attraction program taargeted towards GenZ product designersin Portugal, who want to gain work experience in a new startup with a bright future. A voice-activated financial transactions app.
The brand had to look youthful and professional.
the sun ↓↓ the oceanthe beach and umbrellasAs it is a summer internship program, my main inspiration for the graphic elements were the Portuguese beaches.
The strategy.
After researching the target audience, several sources pointed that GenZers main points of media consumption(in 2023) are:
80%
YouTube
75%
69%
TikTok
Step 1 - AwarenessTo gain recognition with our target audience, first we will do a series of Instagram and TikTok videos.
These videos would be a fun street challenge where two people will hear a song and the first one to sing along correctly earns a certain amount of money for the pot. The first one to sing 5 correctly wins.
(This to reinforce the relation between the voice and financial transactions).
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Other apps doing it
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Similar conceptStep 2 - familiarityOnce that we have gained recognitionwith our audience, the next step is to do a series of a day in the life of different current employees and also HQ/offices tour. So they can be amazed by the culture and want to work there someday.
Both of these types of videos would have an extended version for YouTube.
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example 1
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example 2Step 3 - Take offNow that the audience has fell in love with the brand and culture, we launched the campaign on social media.
The first part will be mainly through Instagram, taking advantage of the extra support provided by the texts descriptions and hashtags to target people interested in product design and fintech.
It will also be launched through Facebook, X, LinkedIn, Glassdoor, and Indeed.
Instagram
linkedinTo promote the program on a one on one level, we'll tour the best Product Design schools in Portugal .
Successful candidates will receive a welcome kit with the essentials for both their internship and their summer.
Just like in Step 2we do testimonials and a day in the life of the Product Designers that made the program so that the next generation will be prepared for the winter edition.