For companies looking to hire, it has become increasingly hard to attract new talent. In addition to using online job postings and headhunting agencies, many companies also turn to job fairs and other traditional recruitment events. Like trade shows, these events often take place in a large open space – such as a convention center, hotel, school gym or auditorium – where multiple representatives from different companies pitch their business to job seekers. In the midst of this crowd, how does a company stand out?
The best way to catch the interest of potential employees is to market to them as you would to a potential client. A company can utilize the standard 6-foot table space to create a brand experience that highlights their best qualities, using the same tools employed at industry trade shows. These tools can consist of large banners, table-top displays, brochures or line cards, videos, or promotional giveaways – all tied together by your company’s visual brand. While you may not have the budget for a high-tech booth with all the bells and whistles, you can still take advantage of the basics; consider how you might be able to catch a candidate’s eye at an event using traditional materials.
A recent project completed by OtherWisz Creative for Barrett Industries serves as an example. Barrett is a leader in providing innovative infrastructure solutions throughout the country, “building and maintaining the roads we travel on”. As a large company with 12 different subsidiaries located across the Eastern U.S, Barrett is always looking to hire new people. After working with our team on multiple projects over the past few years (click to see more), Barrett was confident that OtherWisz could help with their hiring promotion, armed with a solid understanding of the company’s brand and culture.
To meet their rapidly approaching deadline of fall job fairs, the OW team quickly developed branded visuals for Barrett that could be applied to event banners. A set of headlines were developed to unify the company’s overarching mission within the context of hiring events. Compelling photos highlight an assortment of Barrett’s smiling employees, from both the field and administrative sides of the business. By using larger-than-life images, we aimed to catch the viewer’s eye in a crowded environment where multiple messages and visuals compete for your attention. Working within a clean, grid layout – strongly supported by the Barrett branding – we created multiple versions of the banners for each subsidiary. Each design promotes the main parent company yet remains unique to its individual subsidiary.
All of Barrett’s subsidiary HR teams received a new set of promotional materials: a large 8’ stand-up banner, a 6’ wide table-top unit, and a black table cover branded with their company logo. All of the event banners are double-sided, displaying two complementary graphics; this creates a diverse set of options that can be set up in different configurations according to the available space at each event. Tied together with strong visuals and consistent messaging – not a crowded photo collage or paragraphs of small text – these event banners are designed to attract job seekers to the table from a distance (like billboards on the highway), where the Barrett HR teams can then work in person to promote the company and its open positions.
If your company is planning on attending upcoming hiring events, think about how you are presenting your business to potential hires – how do you stand out in a sea of businesses vying for attention? Consider a fresh set of promotional materials to help your company shine at your next event. Contact OtherWisz to see how we can help.