baker hughes | graduate and experienced hires attraction materials – 2013-2015 campaign
For global oil services company Baker Hughes, we (Angie and Judi) were initially asked to create a campaign specifically for graduate attraction. We developed a campaign based on the headline ‘You’ll be surprised…’ qualifying the statement with information about what the company offers graduates. We also wrote and designed a bespoke website, working with web developer Steve Henchley to deliver the project in a very short timeframe. This was quickly followed by an ad campaign for experienced hires: ‘Join.Transform.Progress.’ which translated their core values into a recruitment campaign. We continued on to write the careers section of the company’s corporate website and a suite of materials to support recruitment across the board.
Following the success of ‘You’ll be surprised!’ and ‘Join. Transform. Progress’, in 2013 we developed new concepts based on the headlines ‘Become part of the bigger picture…’ for graduates and ‘We want people with Energy!’ for experienced hires, using more intimate images of people on location to show the working environment and scope of the organisation. We continued to write materials to support Baker Hughes recruiters and HR personnel internally, with a range of comprehensive documents, manuals and presentations.
Collateral now in daily use includes novelty give-away items, postcards, Z-cards, a number of graduate- and experienced-targeted career area leaflets, as well as exhibition stands and PowerPoint shows, and press and online advertising.
We also delivered:
- A number of language-specific careers SEO microsites
- A range of internal communications handbooks, emails and posters to support the global recruitment teams