Helping Cummins
Power Global Diversity.

Branding. Web.

Cummins

OVERVIEW

Since 2011 Cummins Inc. (the Indiana based fortune 500 corporation with a global workforce of over 55,000 employees) has maintained a long-standing relationship with Artistry Studios*. Originally Cummins came to Artistry Studios seeking a next-level solution to their digital recruitment initiatives. The main challenge included engaging, and informing a highly targeted college graduation pool of engineers and respective professionals. And we had to get to them before global competition did. The proposed question was “In an ever-changing digital and diverse world, how do we become an industry leader in the talent acquisition of the millennial generation?”

STRATEGY

After an extensive brand analysis and strategic planning process, both parties decided the best solution was to reach the millennial workforce where they spend a considerable amount of their time: on mobile and social.

In January 2012 we launched the “Working Right Global Recruitment Campaign” which centered around the new “Cummins Careers App” mobile app, of which we also developed.. This multi-year multi-channel campaign is centered around the recruitment of great talent across a global audience.

The “Working Right” campaign has grown to include a “Social US Diversity Growth Initiative.” Over the years we’ve expanded our partnership with Cumins across multiple divisions of the company including Corporate Communications, Community outreach and Diversity Recruitment.

IMPACT

The early launch of the “Cummins Careers App” received great feedback in universities across the country. When poled the App received an 80% “Cool” factor score amongst college students. More importantly applicants are able to find and quickly apply for open positions within 10 minutes, which dramatically improved Cummins’ recruitment efforts.

Artistry Studios is proud of the fact that year over year Cummins has chosen to maintain and expand their relationship with us. Although there are various notable advancements made from our work with Cummins over the years, the most notable accomplishments include the recruitment of over 150 candidates for the Cummuns job pool, and helping to play a role in the overall corporation global diverse spend.

DELIVERABLES

  1. STRATEGIC ANALYSIS & PLANNING
  2. SOCIAL MEDIA BRANDING
  3. RESPONSIVE WEB DEV.
  4. BANNER CAMPAIGNS
  5. MULTI-LINGUAL CONTENT MANAGEMENT
  6. CORPORATE BRANDING & DESIGN
  7. LEAD-GEN & APPLICANT TRACKING
  8. LIVE EVENTS
  9. SOCIAL MEDIA & SEARCH CAMPAIGNS
  10. MOBILE APPLICATION DEV. (CROSS PLATFORM)
  11. ANIMATION & VIDEO PRODUCTION
  12. EMAIL MARKETING
  13. HOSTING & TECHNICAL SUPPORT

STRATEGIC FOCUS

  1. GLOBAL HR & EMPLOYER BRANDING & RECRUITMENT
  2. MULTICULTURAL HR RECRUITMENT
  3.  SUPPLIER DIVERSITY BRANDING & RECRUITMENT
  4. COMMUNITY OUTREACH
  5. CONTENT CREATION
  6. CORPORATE COMMUNICATIONS

IMPACT

  • Over 1.6 Billion dollars in annual diverse spend (up from 700 million in just six years)
  • Over 2 million Impressions on Social and Search
  • 3000+ App downloads upon launch of the “Cummins Careers App,” with a 90+ adoption rate among the target consumer
  • Over 150,000 candidates recruited
  • CLIENT:

    Cummins

  • DATE:

    2011

  • CATEGORY:

    Creative, Design, Branding, Web

  • AUTHOR:

    The Artistry Group Inc.

  • SHARE:
3000+ App downloads upon launch of the “Cummins Careers App,” with a 90+ adoption rate among the target consumer
Over 1.6 Billion dollars in annual diverse spend (up from 700 million in six years)
Over 2 million Impressions on Social and Search
…More importantly applicants are able to find and quickly apply for open positions in 10 minutes or less.