Great Careers Happen Here

Social Recruitment Campaign | Applied Materials

A social platform that connected technical careers to the people and impact behind the work.

Role

Associate Creative Director
Creative Director and Client Creative Lead

Creative Team

Led three senior creatives across copy, art direction, and video

Partnership

Three years
Renewed twice as the scope expanded

Earning Room to Think Bigger

The account began as a series of individual social assignments without a strong creative framework. I directed the work and presented it directly to the client during our first year together.

As the relationship grew, so did the scope. When the client shared Great Careers Happen Here, language already used in its employer materials, we saw a chance to connect the work and give the social campaign a clearer throughline.

Giving the Line More Range

We changed the central word to match the story. Great innovations happen here spoke to technological impact. Great collaborations happen here shifted the focus to culture.

That gave us room to tailor the message without starting over each time.

Leading a Senior Creative Team

Although my title was Associate Creative Director, I worked in the Creative Director role on this account. I guided the ideas and reviewed the work at each stage while serving as the creative lead in most client meetings.

The senior Copywriter developed the initial strategic directions with my feedback. The Art Director explored the visual expressions, and our Video Editor brought the motion work to life. I kept the work aligned without taking ownership away from the people doing it.

Shaping Employee Stories for Social

Each content cycle began with a brief and employee material gathered by our content strategy partners. We looked for the strongest story in what was available, then shaped it for social.

Video often meant turning long interviews or supplied footage into focused narratives. Working with the Copywriter, I helped select the strongest interview material and shape each story to stay within the one-minute limit we followed for social. I remained involved through storyboards and editing to protect the employee’s voice. Each example below pairs the finished video with its social post copy and CTA.

Extending the System Beyond Social

As the relationship grew, the campaign expanded into a career-fair experience and animated recruitment advertising. The framework developed for social now had to work in physical spaces and short-form motion.

The hiring-event booth connected individual growth to the wider impact of semiconductor technology. The animated banners carried the campaign into short digital placements where the message had only seconds to land.

From One-Off Posts to Ongoing Work

What started as individual social requests became an ongoing creative partnership. As the work proved itself, the client trusted us with broader assignments and a larger budget.