Creative Brief

The GSI marketing campaign deserves an award for its innovative and effective approach to recruiting and retention in the AEC industry. By cleverly incorporating the Periodic Table, a universally recognized symbol of science, into their messaging, graphics, and promotional materials, GSI captured the essence of their culture and attracted like-minded individuals who share their passion for intelligence, integrity, and problem-solving.

The campaign's success is evident in the impressive quantitative metrics, with a significant reduction in employee departures from 16 in 2022 to just 5 in 2023, and a 20% increase in new hires compared to the previous year. The 25% uptick in online submissions for entry-level positions and internships further demonstrates the campaign's effectiveness in engaging young talent.

GSI's thoughtful execution of the Periodic Table theme across various touchpoints, from university career fairs to onboarding boxes and employee recognition, created a cohesive and memorable experience for both potential and current employees. The interactive postcard encouraging new hires to share their "nerd" qualities fostered a sense of belonging and camaraderie, reinforcing the campaign's impact on retention.

The overwhelmingly positive response from employees, who eagerly embrace and promote the campaign, is a testament to its success in capturing the spirit of GSI's culture. The Periodic Table theme has become a unifying force, instilling pride and enthusiasm among employees.

In a highly competitive industry where recruiting and retention pose significant challenges, GSI's marketing campaign stands out as a shining example of creativity, adaptability, and effectiveness in attracting and retaining top talent.