ATTRACTION
What I’ve done at this phase of the employee lifecycle:
Conducted employer branding audits
Analyzed competitors’ employer branding
Defined Employer Value Propositions (EVP)
Showcased culture through social media
Created “LinkedIn Life” pages
Managed company presence at industry events (logistics, booth, etc)
Represented the company at career fairs
Developed compelling blog posts
Created sponsored content for local media
Forged strategic partnerships (e.g. Universities)
Managed the company’s online reputation (Glassdoor)
Pursued industry recognition awards
Produced outdoor advertising
…have a closer look at some of my projects
THE RECRUITMENT JOURNEY
Context: When I started working at Amdaris, I was introduced to the recruitment slogan "Aim Higher". While inspiring, I figured it needed more direction for the target audience.
Action: I created a three-stage process: "Aim Higher" to set a significant objective — getting a job with an international, leading (on the local market) IT company. "Make Your Move" is for taking action — researching and applying. "Team Up with Us" is for the culmination of the journey. You found what you were looking for. Amdaris is that company.
Outcome: These three slogans were used interchangeably as a journey and separately in multiple recruitment campaigns, job advertisements, industry events, and career fairs. They became synonymous with the company and were recognized and associated with the Amdaris brand.
PROJECT
THE CAREER FAIR
PROJECT
Context: On short notice, I had to ideate and complete promotional materials for a local tech career fair. After a recent rebrand, the company had only limited outdated flyers. Aside from time constraints, the biggest challenge was standing out in a room full of competitors.
Action: I used the "Recruitment Journey" project for roll-up banners and created a custom table that matched the "Aim Higher" slogan. The table was 1.45 meters tall, requiring a few stairs to reach, and challenged attendees to "dare to aim higher" both figuratively and literally.
Outcome: Mission accomplished! Amdaris' booth was the tallest and most colorful, making it impossible to miss as soon as you walked in. It attracted a large crowd. The company acquired approximately 200 new followers on its Facebook page. The recruitment team generated a strong pipeline of talented candidates for the available job openings. They even scheduled three interviews on the spot.
THE AIRPLANE FLYER
PROJECT
Context: The recruitment team has requested a flyer with information about the company and its contact details for industry events and career fairs. I told them flyers are outdated and that people usually throw them away and suggested using business cards instead, but the team insisted on creating a flyer.
Action: I was inspired by the Aim Higher campaign and the customized tall table, which reminded me of the sky, clouds, and airplanes. This sparked the idea to create a paper airplane flyer that includes essential details such as the recruitment slogan on one wing, a call to action for applying and the company's email and phone number on the other wings, and a brief overview of the company inside the flyer.
Outcome: Our recruitment specialists found that the airplane was a great conversation starter. They used it to approach potential candidates and offered them the chance to build the plane from scratch, just like they did when they were children. To incentivize the activity, they gave out branded gifts to those who completed the task in record time. They couldn’t track whether people kept or disposed of the airplanes, but one thing is sure: participants had to look at them for a few minutes, which helped them remember, at least, the company's name. The activity also brought back fond childhood memories, creating positive associations with the company and hopefully inspiring participants to share their experiences with others.
THE STREET ADVERTISING
PROJECT
Context: Amdaris' association with "The Recruitment Journey" grew stronger as we participated in industry events, career fairs, and social media campaigns. So, we created a billboard visual in front of the building to increase even more brand awareness.
Action: As I examined the billboard's position, I figured that if a person on the billboard pointed towards the logo on the building, it would grab people's attention due to their natural curiosity. This idea was linked with the "Aim Higher" recruitment statement, and a question was added to encourage the target audience (software developers) to consider their aspirations and career goals. The plan was to indirectly remind them that there are always good alternatives if they are unhappy at their current job. The pointing hand on the billboard would guide them toward better opportunities.
Outcome: Although the project's results were not measured, it is worth mentioning that the billboard and office are located on a busy street, which is also the road leading to their biggest competitor. Additionally, there is a long traffic light where drivers and pedestrians tend to get bored and look around.
Translated from Romanian: “How high can you aim?”
I executed all the projects showcased here as part of my employer branding strategy while at Adm In Me, Amdaris, or AllCloud. I also took all the photos on this website.
