Client

WSP | Parsons Brinckerhoff

Project Type

Employer Brand Campaign

Overview

WSP | Parsons Brinckerhoff, a multinational engineering professional services firm, required a recruitment campaign that not only reinforced their brand, but stood in front of mind with both graduate and experience hire candidates.

Solution

The ‘2 Steps Ahead’ campaign was devised, a concept that reinforces WSP | Parsons Brinckerhoff’s performance-driven and agile nature. The idea promotes the firm’s visionary attitude – in a way that leaves competitors behind. Taking this strong leadership statement, the ‘2 Steps Ahead’ idea was also a great fit visually – as the WSP | Parsons Brinckerhoff logo already contains 2 steps in side-on perspective in their corporate logo.

Using real employees from the organisation’s six core business areas for the campaign, the company’s personnel were photographed in various stages of movement, showcasing the forward thinking and the ‘2 Steps Ahead’ mentality that the company promotes from within. The integrated campaign included print, social and digital elements for maximum impact.

Results

The ‘2 Steps Ahead’ campaign has been well received by the stakeholders at WSP | Parsons Brinckerhoff. Since its launch, there has been a reported improvement in the quality of candidate applications.

Award

This campaign was a winner in the prestigious Australian HR Awards for ‘Best Recruitment Campaign’.