Creating a tailored recruitment program
In an increasingly competitive talent market, Booz Allen Hamilton sought to make itself a magnet for Systems Delivery (software developer) talent. The firm wanted to create a highly targeted talent program, featuring invitation-only recruitment events to foster relationships with coveted talent and draw greater interest in the company.
Shifting perceptions through a distinctive name and identity
Booz Allen charged us with the task of shaping a differentiated, compelling and contemporary name and identity for this tailored talent program. We helped shift perceptions about the company by showcasing the types of work being done by the firm today. There was also a desire to brand the event series in a way that would create a community, attract candidates and make them feel special, welcomed and connected — even if not currently seeking employment at Booz Allen.
We developed a name for the program — ProspeX — along with a distinct identity. This was applied to event banners, a brochure, email blasts and social media. Each channel was created with the clear intention to facilitate interest and excitement about Booz Allen and upcoming recruiting events.
Connecting to highly-targeted candidates
As we developed messaging for the program, we were aware of the challenges of attracting this particular talent audience. The exceptionally high demand for this technical talent (including application developers, technical project managers, data architects, database administrators, tech engineers and cloud architects) means that many are not actively seeking employment and already are frequently cold-called by recruiters. Further, the diverse candidates come from many fields and are attracted to Booz Allen for a wide range of factors. Given this, we shaped layered messaging that spoke to these varying interests while also breaking through the clutter. Our messages spoke to the firm’s mission and legacy, the ability to do important and impactful work, and the opportunity to collaborate with brilliant colleagues.
Building interest through a fresh storytelling format
As a chief storytelling tool at the events, we created a video overview of the Systems Delivery business unit. Recognizing prospective candidates were likely to be weary of the common corporate story approach — talking heads, voiceovers and day-in-the-life content — we turned to animation to provide a fresh storytelling format. This, coupled with a driving musical soundtrack and subtle wit, got the audience’s attention and, being unexpected, generated energy and excitement.
A redefined relationship with prospects
We equipped Booz Allen with the communication tools needed to successfully launch this new recruiting approach to seasoned tech talent. Today the firm continues to build on the program with new ongoing events. Numerous job hires have already resulted from the company’s effort to forge an ongoing connection with an exclusive, handpicked community of tech talent who aren’t even looking to change jobs. With Booz Allen keeping their eye on the prizes they want, ProspeX is delivering the candidates the company knows will build its future.
“Baker team — you all really outdid yourselves on the ProspeX video. There are literally not enough words for how awesome this is.”