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Challenge:
While "cloning" is not a science pursued at the Software Engineering Institute (SEI), when it comes to attracting world-class talent, it is definitely their number one goal. A world-renowned research and development center and part of the prestigious Carnegie Mellon University, SEI found that a number of their star performers in the field of engineering were graduates of Georgia Institute of Technology. Looking to "replicate" their success, they came to NAS Recruitment Communications for the right message.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding the situation. NAS created a testimonial ad for Tech Topics, an alumni publication dedicated to assisting Georgia Tech alumni with career planning, job searching, career transition activities and job placement. The focus of the ad: to showcase the important and vital work being done at SEI by past graduates and give the reader a feel for the prestige of working for the Institute. To accomplish this, NAS used a "pictures at an exhibition" theme, with graduate quotes that show the full depth of the opportunities at SEI.
Results:
Reaction was very positive to NAS' unique treatment of the classic testimonial. Not only did the artistic approach convey the respect this prestigious organization deserved, but the "work in progress" nature of the testimonials themselves also helped to fuel interest among ambitious students and alumni alike.
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