How to conduct creative employer branding campaigns in the tech sector? Case study of DaftCode company includes three insightful examples of employer branding campaigns: (1) cooperation with universities (2) outdoor billboards in the metro (3) a hacking-theme escape room The target group was defined as: IT students & graduates, programmers, and programming enthusiasts.

1. Hacking Employer Branding
Daniel Durlak

2. Intro

3. 2014 r.
2016 r.
0
40 employees
120 (300)
How did we start?
696 CV/month

4. Faculty of Mathematics,
Informatics, and Mechanics
University
of Warsaw
Warsaw University
of Technology
Faculty of Mathematics
and Information Science

6. DaftCode Laboratory
MIM UW
Completely redesigned computer room
16 workstations with new iMacs
iOS programming workshops
III editions

8. Results
DaftCode Laboratory

9. Brand new lab for students
Presence at a prestigious university
Next iOS progamming workshops
coming
Potential employees

10. students
educational programs
brand awareness
400
25
95%
DaftCode Laboratory in numbers:

11. Mysterious recruitment
in the metro

12. Metro
Outdoor Ad
Warsaw University
of Technology

13. Minimalistic
billboard
Riddle and
gamification
Python

14. ASCII-Art
Recruitment
invitation
Workshops

15. Python programming
workshops

16. Results
Mysterious recruitment in the metro

17. RECRUITMENT TASK
COSTS
5
persons invited
to cooperate
50
people sent answers
1000PLN
average price of a two-week
billboard display
POLITECHNIKA METRO STATION
139k 2
most popular stationpassengers daily
35
people visited our office
25xMORE
recrutiment agency fee
for finding a candidate

18. Hack Room

19. Hack Room
Offline activities
Unique escape room
Real challenge
Students, graduates and IT enthusiasts
Enigma Room - Warsaw, Mokotów district

20. Hack Room

21. Hack Room

22. Hack Room

23. Online activities
Dedicated website
3 months of good fun
Free entries and discounts
Logical-mathematical game
Hackroom.io

26. Recruitment
bonus
Invitations for
the best teams
2nd stage of
recruitment

27. Tools
Hack Room

28. Room arrangement and mission scenarios
Dedicated website with a game and prizes
PR activities
Media partners: Radio Kampus & Nowy Marketing
Social media: Facebook, Twitter and Linkedin
Cooperation with tech communities
Posters and leaflets at universities

29. Results
Hack Room

30. Hack Room campaign summary
Hackroom.io page views: 11 397
Number of users: 3 986
Average time spent: 2:32
Total completed games: 1 217
Students from 94 Polish universities
Visits at Hack Room: 233 people, 65 teams
High rating on Lockme.pl

31. Hack Room campaign summary (continued)
Over 20 publications in the media:
HR & EB, technological and marketing
Two major coverages from the visit - Antyweb and Spider's Web
Interview at Radio Kampus
Free entries in “Alternator” program by Radio Kampus
Social media

32. The impact
of employer branding
campaigns

33. Building the image of a company that sets new trends
Dynamic and creative company
Reaching to the young generation
Great place to develop one’s skills and passions
Ideal start for those who enter the labor market

34. Media about us:

35. Not only PR stunts...

36. Career fairsCareer fairs

37. Events

38. MeetupsMeetups

39. Social Media

40. In 2015 and 2016 we cooperated with...

41. To Be Continued...

42. Daniel Durlak
PR Specialist
daniel.durlak@daftcode.com
M: 507 086 652
Thank You