DCG RECRUITING :: MORE

With the help of a truly fantastic client team, we were asked to develop a multipronged, comprehensive solution for a fresh recruiting initiative — a suite of assets that would encompass Intel-internal, recruiter-facing, and student-facing deliverables; each addressing a specific need-state and hewing to a particular communication strategy. 

When it came to messaging, we needed to make the case that Intel was far more than a chip company. But we needed to do this in an inspirational way that would spark curiosity and pique interest. Authentically.

For these reasons and more, we opted to focus not on Intel’s tech or engineering, but on their impact, the net effect of Intel’s inventions and capabilities — on the world, on computing, and on the people who design and deliver that computing every day. 

But for all of this to happen effectively, we needed a campaign big-idea. A compelling concept that hit three essential points. It needed to be inherently rooted in science and technology; flexible enough to showcase the many people and principles Intel was keen to tout; and comprehensive enough to unite all deliverables under a single conceptual umbrella. 

After our research-and-discovery and ideation phases were complete, we settled on the DCG Table of Elements, a custom riff on the classic periodic table, inspired by the silicon, transition metals, and other elements needed to make Intel’s core products. The concept also blended beautifully with Intel's chief message, creating new hybrid taglines and slogans, such as: "Many elements. One Intel." and also "Many elements. One future."

Our directives included:

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• Enable DCG to manifest a wide-plane vision that defined a modernized recruitment initiative — a modular yet holistic program that would allow DCG to engage fresh new talent, in brand new ways, through multiple outreach scenarios and touchpoints.
   

• Effectively communicate that Intel is transforming: from a PC company to a data company; from a corporate culture built on last-century ideals to a flourishing ecosystem humming with diverse minds and big ideas. 
   

• Create a comprehensive system of assets, all of which orbited a perspective that sited Intel as the epicenter for the future. Through it all, spotlight Intel as the locus where a diverse array of people from many cultures, specialties, and life-stages pool their talents to make the impossible possible.

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The work was complex, but incredibly satisfying. Even better, it was a success, thanks in no small part to a truly stellar client and agency team.