Employer Branding, Recruitment Marketing

Concept, Design and Media Buying

iCIMS is a leading talent acquisition software platform. Being located in Holmdel, New Jersey, they were looking to keep the best talent at home in their state of New Jersey. The allure of the big city and the multitude of opportunities often flushed promising New Jersey candidates to Manhattan. iCIMS, who offered a plethora of roles from C-level executives, to sales champions, to IT wizards and more, could competitively challenge the culture of any corporate climate and turned to Spitball to help keep the best employees in their own backyard. iCIMS also had an important advantage over many who where fishing in the same talent pool. They were moving their headquarters to the newly refurbished Bell Works, the former home of Bell Labs.

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Spitball locked into a number of key differentiators within their Employee Value Proposition to set iCIMS apart with both functional and emotional messaging. Woven into the center of the campaign was Ike, the Spitball created mascot, who represented the iCIMS mantra of “Hire Expectations.” The visual tone was meant to express “the sky’s the limit” for all those tired of dead-end jobs and daily commuting grind to NYC.

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With NJ being such a heavy and diverse commuter state, our media plan had to work hard to gain attention of New York City commuters. What better time than to reach them during the pain point that is their commute. Newark Penn Station featured a station domination which hit both NJ Transit and Path riders, Pandora caught the digital radio listeners, the Ferry dock and boat spots convinced the local riders, health and fitness placements caught those whose commutes included a nice sweat, and programmatic display captured those thumb scrollers sitting on the bus or train. All of this augmented key New Jersey Turnpike and Parkway billboard visibility.

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As a result of this creative and integrated media campaign, iCIMS saw their team sore to over 1,000 employees!