PROJECT:
2017 Internship Program
In an effort to readily attract, empower and cultivate college-age talent, The Children’s Place HR team tasked us with updating the once-disjointed internship application experience to be an omni-channel one.
Teams: Human Resources, Design & Copy, Web Development, Production
Goals
Update the application experience to be more connected in person and online (booth, flyers, program landing page)
Attract strong candidates and make it easy for them to remember our place & apply
Develop evergreen messaging that will last a couple of internship seasons and avoid re-printing costs
Inspiration & Proposal
Emojis and photo filters dominated the scene both in our product and pop culture at the time, which influenced our spring photoshoot. With that in mind, I suggested that we attract prospective candidates by speaking on their terms both visually and language-wise… through the emoji! All teams agreed [insert raise-the-roof hands emoji here].
Process
We all felt that the messaging should be straightforward, inclusive and positively memorable, just like the emoji and the students we wanted to invite to the program.
So I initially pared down HR’s main goal to a clear statement as a north star for our team to follow, but it ended up inspiring the designer to combine the silly face emoji we both loved and turning into the final recruitment flyer. I followed suit with the perks of the internship program, paring them down to easy-to-remember benefit snippets and translating them into emojis on the newly-created program site (at the bottom of this page).
Outcome
Though not directly calculable, the infographic-like flyers seemed successful as HR returned to our Creative team with compliments from the students! The recruitment itself was an evident success as 2017 was the biggest “class” of interns to date, and the program landing page set the precedent for future internships (and a Hong Kong internship program!) to come.
