Genentech Recruitment Campaign
We were commissioned to define an over-arching direction for Genentech's recruitment advertising campaign. In conducting a messaging audit, we found the war on talent in South San Francisco was relying heavily on "cushy-ness and perks." With Facebook, Google and others selling a "wonderland workplace", we advised Genentech against waging this battle of attrition and the endless investment in shiny distractions involved.
Our approach began with bringing Genentech's unique value proposition to the forefront: the desire to help millions through medicine that serves unmet medical needs. But we argued that this was not a value proposition that applied only to the narrow prospect pool of scientists. In truth, every job at Genentech contributes to changing lives. Because every job plays a part in making the science happen, every day.
