Employer Branding
Throughout my many creative assignments, I have sought to push not only the creative thinking but also the use of technology and personalization in the user experience. One client for whom we were able to take that personalization to the next level was T-Mobile.
By collaborating closely with the development and account teams, asking lots of questions, and listening very closely to the answers, we were able to creatively apply technology in a whole new way.
Through a variety of techniques, our corporate career site was able to customize itself for each unique user. Depending on what you searched for online (for example, retail jobs or corporate jobs), your geolocation (for example, San Francisco or Seattle), the site would tailor the experience to your interests.
Visitor initial view from a .mil domain
Visitor initial view from a .edu domain
The program could even discern if you were online via a .com, .mil, or .edu domain and then make certain assumptions about you, such as that you were transitioning from the military or looking for internships. Through this amazingly personalized experience, we were able to engage with candidates in a whole new way.
We also integrated a robust social feed into the experience to show a real behind-the-scenes view of what it was like to work at T-Mobile our employees’ and customers’ user-generated content.
During this time, the T-Mobile brand went through a dramatic makeover, going from white and magenta to a bold black and magenta look. Remember when their spokesmodel put on motorcycle leathers and rode off on a sportbike? That bold shift drove our creative concepting as we developed a targeted campaign to specifically recruit Seattle-based marketing pros, B2B salespeople, and tech workers away from T-Mobile’s competitors.
RULE-BREAKERS
T-Mobile is the place for people who like to shake things up: iconoclasts, rebels, and trailblazers who aren’t afraid to challenge the status quo to make their goals a reality.
Our daring messaging and confident tone was designed to target this audience. Our headlines show candidates exactly how we think: we take conventional beliefs and then boldly subvert them. The copy is optimistic and energetic, fearless and provocative, with a certain degree of swagger and pride.
And it’s all wrapped up in the striking new brand look, which perfectly complements our aggressive messaging: We’re looking for individualists who want to make great things happen. Because some rules are just asking to be broken.
“LOOK BEFORE YOU LEAP.”
“BETTER SAFE THAN SORRY.”
“PATIENCE IS A VIRTUE.”
We take a certain amount of pride in shaking up the status quo. We’re rebels, individualists, trailblazers. The kind of people who like to change things up.
And right now, we’re poised for stellar growth.
So we’re seeking energetic salespeople who think like we do. Who are daring and original, fearless and scrappy. Who are ready to approach the B2B niche with the kind of optimism—and okay, swagger—that makes great things happen.
Because some rules are just asking to be broken.
We further extended the idea with a branded taco truck that appeared in front of our competitors' offices, offering a fun mobile quiz game that would entertain and educate candidates, as well as a promotional website designed to attract people who wanted to change the mobile telecom industry and shake up the status quo.