Company
HNTB
HNTB
Roles
Discovery and Planning
Graphic Design
Copywriting
Social Media Analytics
Discovery and Planning
Graphic Design
Copywriting
Social Media Analytics
Challenge
As students left campuses and went out on winter break, the Campus Recruiting Team at HNTB prepared for their own winter break during the holiday season. The challenge was to stay top-of-mind with interns, new graduates, and potential candidates over the break and going into the spring career fair season, while also providing an opportunity to connect with this audience.
Research
For this campaign, I reviewed past content and social media posts used by the Campus Recruiting Team. A big idea that consistently stood out in my analysis was the opportunity to connect the recruiters with students by placing them in their shoes; what would the campus recruiters do if they had the chance at a winter break again? This would not only humanize the campus recruiters, but also put faces to the names that students are in contact with during their interview process, strengthening the connection with the team.
Solution
I sent each member the Campus Recruiting Team a brief questionnaire, asking them to answer basic information about themselves, and a list of 19 winter and school-themed questions to pick from and provide responses to. Once I received the responses, I designed custom graphics in Adobe Illustrator and populated their answers into the designs, creating a winter break "postcard" for each recruiter. The final product included a PDF carousel with a cover image and the entire team's responses to share on LinkedIn, as well as their individual graphic to share online and suggested messaging to use in posts.
Outcomes
The Campus Recruiting Team and I each posted the graphics on LinkedIn, tagged with #HNTB, #intern, #coop, and #newgrad. The posts averaged 36 reactions and over 1,500 impressions, significantly increasing the presence of the Campus Recruiting Team online.
1,500+
Average Impressions
36
average post reactions
