Future of Work: What Talent Wants campaign
HR leaders are one of Velocity Global’s primary audiences. We created the Future of Work: What Talent Wants guide to help them address an enduring challenge accentuated by the Great Resignation: attracting and retaining top talent.
I researched, outlined, and wrote this long-form guide in Q2 2022, working closely with our Senior Content Manager, Creative Lead, and Content Editor. I periodically refresh it with up-to-date stats to keep it relevant, as it remains our highest-performing piece of content since going live. Reach out if you want to dive into the numbers.
Original Guide and Campaign Assets
Below is the original version of the guide we launched in 2022.
Custom Landing Page
I worked closely with our Web Developer to wireframe and write copy for a custom landing page. See the full landing page here.
Digital Ads
Scroll down to see examples of paid search ads, Google display ads, paid social ads, organic social posts, and in-blog banners we designed to drive engagement with the guide.
What Talent Wants: Ron
To bring the What Talent Wants guide to life, we created a campaign mascot named Ron. An HR manager hopelessly stuck in the past, Ron represented everything the What Talent Wants guide helps HR leaders leave behind: outdated ideas about work-life balance, company culture, in-person work, and more.
I pitched several scripts for short Ron videos, then went on location in Ohio with our Video Editor and his freelance team for the shoot. After editing, we shared the videos on Velocity Global’s social channels and launched a series of paid and organic ads featuring Ron. Users who engaged with Ron content were directed to a custom landing page that we created for this segment of the campaign.
Ron videos and ads are below. See the landing page here.
We A-B tested Ron content against the other collateral we created to promote the guide. Unfortunately, our audience didn’t take to Ron like we hoped they would. I have my theories as to why (ask if you’d like to hear—I’m happy to share). Either way, I’m proud of Ron as an example of bringing an idea from conception to execution and implementing it throughout multiple stages of a campaign.
Rebrand 2023: Updated Guide
Below is the version of the guide we launched in Q2 2023, updated as part of the Velocity Global re-brand.
Below are two examples of paid LinkedIn ads leading to the guide landing page.