"Dear Resume" Social Media Campaign
The aim of this brand-awareness campaign was to highlight the toxic nature of resumes. Using the analogy of bad relationships, we encouraged recruiters to “break up” with the resume. Break-up cliches alongside uncomfortable-looking people were used to capture attention and evoke emotion. Digital assets included videos and image carousels (shared on social media), as well as static Google Ads. The audience was directed to a campaign landing page. This has been one of TestGorilla's most successful organic campaigns to date, driving high engagements and conversions.
Rebrand Social Media Campaign
TestGorilla has recently undergone a full rebrand. With many competitors on the market, the new brand is intentionally bold and designed to cut through the noise. The bright pink is a huge contrast from the more muted colours of the old brand.
I leveraged this contrast in order to develop a social media teaser and launch day campaign. The teaser consisted of a single bright pink image showing only a portion of the gorilla's face from the logo icon peeking up onto the screen. No context was given and the purpose was to create intrigue and hype.
On the day of the new brand launch, this image formed part of an image grid which was a colour-block, dividing the old branded images from the new ones. I also created a carousel for LinkedIn which explained the reason behind the bold new brand in relation to the company's bold mission: the place 1 billion people in dream jobs.
"Adjust Your Screening" Social Media Campaign (Old Brand)
This brand awareness campaign focused on highlighting the differences that implementing TestGorilla has on the clarity and quality of candidates in your talent pool. By using the analogy of a badly tuned radio or TV, we show that the current hiring process is both outdated and faulty. Digital assets included videos and image carousels (shared on social media), as well as static Google Ads. The audience was directed to a campaign landing page.
"Who Would You Hire?" Social Media Campaign (Old Brand)
This campaign was targeted at recruiters with little to no knowledge of skills-based hiring. Using a split screen effect, we compared the effectiveness of hiring with resumes vs. hiring with skills in a very direct and confrontational way.
The people on the first slide were covered up by their resumes to convey the concept that resumes do not give you the full picture, the people on the second slide (representing skills-based hiring) were visible.
The State of Skills-Based Hiring Report 2023 (Old Brand)
TestGorilla positions themselves as a science-backed hiring solution. To create brand awareness they conducted a survey to collect data on current hiring beliefs and trends. This information was published in a report called "The State of Skills-Based Hiring 2023"
I led the design of this project, including printed document and digital document in English and Spanish, and developing social media advertising to promote the report.
The campaign was successful, with 18,726 report downloads and it also helped to boost our Google ranking for "skills-based hiring" (currently number 1).
