Recruiting Booklet

Overview
The creative team was to collaborate with the marketing and recruitment teams to create some leave-behind collateral for high-level sales team recruits. Since these were going to select recruits we had a higher budget than usual which allowed us to use specialty print processes and materials.

Challenges
- Multiple teams, stakeholders, and levels of approval
- Layered and confusing content

Solution
While collaborating with multiple teams is not unusual, this particular project also required approval from the recruiting team as well as C-Suite stakeholders, including the CEO. This can complicate matters when deadlines are tight. To solve this we worked out a stepped approval process. I first sought some direction and buy-in from the recruiting team on the conceptual work. Together, we built out a more developed product for the next phase. We pitched a more finished product to the C-suite team but left room in some areas where we would seek insight and to foster a sense of collaboration. Approvals are easier if people feel they are being heard and their ideas are incorporated. This also helps to build trust.

In addition to a tiered approval process, one of the other challenges was to explain a complicated commission and vesting structure. The copywriters were able to explain the breakdowns at a high level but were having a tough time discovering a way to explain the more granular details without it becoming confusing or too wordy. I solved this problem by creating scenarios for each of the compensation models and designing some table-like graphics to explain them.

We wanted to show these recruits that they were important to us. Sales team members tend to switch employers quite a bit in this industry, and most organizations take them for granted, which is why they leave. We wanted them to know that they were important to us. So we created a booklet that was more than they were receiving elsewhere. I designed a die-cut cover with a logo reveal for a unique experience. I also wanted it to look expensive. I wanted the recruits to think “If they are showing me that I’m worth the money at this stage of the game, they must think I’m special”. It worked, and the feedback we received from the recruiting team confirmed this.

Client:
Beyond

My Role:
- Creative Direction (copy and design),
- Editorial Design