Making the handshake happen.
PROJECT DETAILS
As a leader in the oil and gas industry, Devon Energy needs to attract the best and the brightest minds to help them provide the energy that fuels modern life. As such, Devon’s Human Resources division employs a targeted, externally-facing recruitment effort across the region. To strengthen that presence, it was time for recruitment to get its very own look; one that would compliment the larger brand without shoving it aside.
We created a sub-brand for recruitment designed to appeal to a diverse audience with a wide array of backgrounds and experience. Everything from a comprehensive content plan, to videos, experiential, print, and merch was made to turn career fair passers-by into excited new employees.
Reframing the situation.
Reframing the situation.
We partnered with Devon to develop a distinct look and messaging for recruitment that could flex to speak to all potential candidates, ranging from college students hunting for their first internship to senior professionals seeking new opportunities. A new framing style, “tape” element, and a full motion graphics package was blended with a tweaked version of Devon’s legacy look. Messaging and photography incorporated into the new branding elements afforded us the flexibility we needed to appeal to specific sub-audiences as needed. We love making branding multitask.
We pinpoint
the painpoints.
We pinpoint
the painpoints.
Through project discovery, we identified some glaring audience needs. Namely, the answers to the “whats”, “hows,” and “whys” that every would-be employee wants to know before committing to Devon. We boiled it down to a list of themes, then developed a content plan by topic. This empowered us to equip the recruitment team with assets that allowed the recruitment team to communicate around important topics as broadly or specifically as needed.
From hello to hired.
From hello to hired.
We developed a framework detailing the unique hiring journey of each audience. We used it to determine the messaging needed at each touchpoint to help the candidate confidently choose Devon.
Our animators
had a lot of fun.
Our animators
had a lot of fun.
Devon needed a series of videos corresponding to the recruitment topics that would help seal the deal for down-the-funnel recruits. The videos came to life with the inclusion of a spokesperson, interview soundbites from key leaders and employees, a mix of new and found footage, and a full motion graphics package.
You can’t spell “career fair” without “swag.”
You get the point.
You can’t spell “career fair” without “swag.”
You get the point.
What’s modular, customizable, and visible across an entire recruitment event? A full set of 10-foot-tall glowing booths and corresponding banners.
What’s modular, customizable, and visible across an entire recruitment event? A full set of 10-foot-tall glowing booths and corresponding banners.
Results
After identifying audience needs and detailing out a content plan, we built Devon Energy a sub-brand for their recruitment efforts. We were able to equip them with the look, messaging, and deliverables that would help them attract the best talent and nurture those relationships throughout the recruiting funnel. When only the best and the brightest talent will do, the same is true for your image.
