AECOM Graduate Recruitment Program (Brochure)
The HR mandate was to recruit 3000 graduates across the US and Canada by September 2015. With September approaching HR staff realized they had little to no AECOM collateral to support their efforts. Their initial request was for a recruitment brochure to be distributed at universities.
Although HR only request a small brochure, it was clear they needed a concept that could be translated into a wider campaign starting with a brochure to be produced in record time.
By researching millennials, our target audience, we wanted to connect with young adults 18 -35. We found they are very focused on social networks to connect them personally and professionally, they also share everything that they do with their social network. Taking a job for millennials means a lot more than just a salary, they are looking for adventure, collaboration and mentorship. To advance quickly, with good work life balance – they are interested in the whole compensation package and corporate culture. Our brand also plays an important role - they also wonder what values does our company have that makes us a suitable choice for the candidate (rather than the other way around). Millennials like to feel special.
Using what we had learnt we determined the brochure/campaign should be distinguishable from the average AECOM collateral - unique so we opted for the two colour approach using the AECOM orange and grayscale images.
We also opted for an international paper size in A5 that folded along the top edge to appeal to a younger/hip audience and also to distinguish itself from other handouts give aways that graduates might receive at university or trade shows.
The overall concept is based around the "selfie" to appeal to a technology and social media savvy generation who are obsessed with selfies and adventure. Using the tag line WHERE DO YOU SEE YOURSELF? and iconic AECOM project photography, the idea is that joining AECOM could lead you on an adventure around the world where you could be taking selfies of yourself next to some of AECOMs mega projects. Depending on the accompanying text, the focus was either on the project in the background or the figure in the foreground illustrated with orange facial recognition square that you might find on a camera viewfinder. This would be further emphasized with a hashtag #AECOMTAPTOFOCUS – focus on you, focus on where you are, focus on your career with AECOM etc.
The TAP TO FOCUS concept could be utilized in an iPad interactive app - where users could physically tap to focus on the screen. The strapline and visual language for recruitment could be carried over to trade show booths, banners. Web icons, banners, emails, pdfs etc.
