Employment branding: Customizing a recruitment message

Role: Lead copywriter

For a TripAdvisor recruitment ad placed in an MIT yearbook, I proposed four versions of copy targeting new MIT graduates. The client chose the quirkiest copy option - an extremely targeted message that would work nowhere else.

MIT students and grads nickname their class ring the “brass rat” after the beaver that figures prominently on each class year’s design. I’d picked up this bit of information from an MIT grad some years ago, and was glad to put it to use here.

Here's a transcript of my original copy deck with the four copy options.

(1 - Straightforward congratulations message. Needs a group photo without signs. It might help to have staff wearing MIT t-shirts.)

[header]

Congratulations, Class of 2014!

[sub-header]

Love big data, exciting challenges, and cool colleagues? Join us at TripAdvisor.

[footer]

[TA logo] tripadvisor.com/careers

[small but not too small print - adding names & graduation years could add authenticity]

Left to right: Jane Doe '12, Oliver Smoot '08, Adam West '07, Ruth Lee '09

(2 - Alumni hold 4 signs that speak to engineering at TA. Can add or subtract signs as needed. Maybe get a photo of alumni holding 4 blank signs, too, to fill in later?)

[header]

Congratulations, Class of 2014!

[4 signs held by alumni - this copy, or 4 blank signs to fill in]

Work with us

Big data

Weekly releases

Right outside Boston

[footer]

[TA logo] tripadvisor.com/careers

[small but not too small print]

Left to right: Jane Doe '12, Oliver Smoot '08, Adam West '07, Ruth Lee '09

(3 - Copy refers to the MIT school ring for alumni, the "brass rat". Group photo, no signs. If they all have rings, they could show them off.)

[header]

Congrats on your brass rat!

[sub-header]

Love big data, exciting challenges, and cool colleagues? Join us at TripAdvisor.

[footer]

[TA logo] tripadvisor.com/careers

[small but not too small print]

Left to right: Jane Doe '12, Oliver Smoot '08, Adam West '07, Ruth Lee '09

(4 - group photo, 5 signs - printed or blank)

So, what are you doing after graduation?

[Work with us!]

[Full stack developers]

[True big data]

[Creative challenges]

[Great colleagues]

[footer]

[TA logo] tripadvisor.com/careers

[small but not too small print]

Left to right: Jane Doe '12, Oliver Smoot '08, Adam West '07, Ruth Lee '09