Employee Recruitment Campaign & Branding

The Situation

A Growing Company In Need of Employee Recruitment

Online education company, 2U Inc. whose mission is rooted in the belief that higher education can transform lives for the better, needed to recruit top talent as they opened up new offices in Denver, New York and Maryland.

Capture The Culture

To help them create an effective employee recruitment campaign, we wanted to show their strong employer brand. Their employer brand helped differentiate the company from its competitors, attract top talent, and retain existing employees. After conducting employee interviews, we learned that their existing employees felt proud to work for an innovative tech company because of their mission and values.

With this in mind, we captured content featuring real employees, including testimonials for use across their website and marketing, creating work that reflects the company’s culture while using messaging rooted in the philosophy.

2U’s Corporate Philosophy of No Back Row drove our creative direction. Their purpose-driven mission and student-focused culture was created by their core values which were included in the copy across the campaign.

2U Core Values:

Cherish Each Opportunity
Give a Damn
Strive for Excellence
Be Bold & Fearless
Be Candid, honest & open
Have Fun
Make Service your mission
Don’t let the skeptic win