The document provides 3 tips for creating an effective recruiting campaign: 1. Plan like a marketer - carefully consider goals, target audiences, and messaging. 2. Find a hook to attract attention and interest in an authentic way without stereotypes or irrelevant jokes. 3. Go broad with the campaign to reach a wide audience through multiple channels like websites, banners, and messages rather than focusing on a narrow audience. Going broad can amplify awareness and lead to better results.

1. We’re seeking design
thinkers, talented tinkerers,
and wannabe surfers.

2. Jürgen Spangl
Head of Design - Atlassian

3. DEVIN ROGOZINSKI • MARKETING GUY • @DEVINPLUS
CAITRIONA ‘CAT’ STAUNTON • RECRUITING BUFF • @CAITSTAUNTON
Collaborating across an enterprise:
Quarterly planning at Twitter with JIRA

4. DEVIN ROGOZINSKI • MARKETING GUY • @DEVINPLUS
CAITRIONA ‘CAT’ STAUNTON • RECRUITING BUFF • @CAITSTAUNTON
Searching for wannabe surfers
3 tips for creating a kick ass recruiting campaign

6. 2011
2012
2013
2014
20152x

9. 3 tips for creating your campaign

10. Plan like a marketer

11. Find data to inform decisions and goals

12. Find data to inform decisions and goals
3,250 landing page visits
325 submitted portfolios
35 on-site interviews
5 total hires

14. Think deeply about what your audience needs

16. Plan like a
marketer

17. Find your hook

18. wrong message

19. in-jokes

20. not relevant

21. stereotypes

23. We’re seeking design
thinkers, talented tinkerers,
and wannabe surfers.

27. Plan like a
marketer
Find your
hook

28. Go big by going broad

29. Broad is better

30. Broad is better

31. Content first…

32. …campaign second

33. Banners further amplified campaign awareness

34. And, InMail reached the top 2500 candidates

35. Actual
12,000 website visits
300 portfolio submissions
24 onsite interviews
5 hires
Our funnel kept the end goal top of mind
3,250 website visits
325 portfolio submissions
35 onsite interviews
5 hires
Target

36. Plan like a
marketer
Find your
hook
Go big by
going broad

37. Plan like a marketer
Find your hook
Go big by going broad

39. Thank you!
CAITRIONA STAUNTON • @CAITSTAUNTON
DEVIN ROGOZINSKI • @DEVINPLUS