For Google, It's You

Google

For Google, It's You

In 2022, Google embraced its ethos as a company where people with different views, backgrounds, and experiences can do their best work and have a real impact. While there was a lot of enthusiasm for Black candidates to apply to Google, the brand wanted to be mindful of improving retention/employee experience for people by meeting users where they are, and building new pathways to the company so that they can apply either now or in the future.

The brand sought to reach Black candidates who already felt positive about the idea of applying to Google, but were not currently applying because of the the things we've found in our research: 1) not feeling qualified and 2) the application process is too complicated, discouraging candidates from applying.

In 2022, Google embraced its ethos as a company where people with different views, backgrounds, and experiences can do their best work and have a real impact. While there was a lot of enthusiasm for Black candidates to apply to Google, the brand wanted to be mindful of improving retention/employee experience for people by meeting users where they are, and building new pathways to the company so that they can apply either now or in the future.

The brand sought to reach Black candidates who already felt positive about the idea of applying to Google, but were not currently applying because of the the things we've found in our research: 1) not feeling qualified and 2) the application process is too complicated, discouraging candidates from applying.

Project Type

Culture Study

Brand Research

Creative Strategy

Creative Direction

Design

Production

Copywriting

Links

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The Ask

In April 2022, Google’s Employer Brand Team tapped Creative Theory Agency to create a 360 ad campaign (i.e. video, print, etc) designed with, and for, Black audiences leveraging real stories and themes that map back to research such as:

  • Getting beyond the stereotype of a “typical” Googler;
  • Stories about career growth opportunities, support through benefits, strong team environment; and
  • Mythbusting and demystifying the interview process.
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Our Process

Creative Theory Agency worked with Google to decode their culture from the perspective of current Black+ employees of various professional levels and verticals, to define the true Black Googler experience. To do this, we sourced and highlighted authentic stories from current Black Googlers with the goal of helping Black talent see themselves at Google. Each of these stories mapped back to key insights from our brand research, dispelled preconceived notions of what it means and looks like to work at Google, and answered the question: “What if Google is looking for you?”

We delivered on our project goal of improving brand perception with the Black talent community via several video assets including employee interviews and thoughtful photography that showed up in a microsite and robust batch of HTML5 display banners.

Photography and color played a huge role in sharing the stories of Black Googlers. We took cues from the story and style of each featured employee and allowed it to lead, using color to frame their stories across video and static visuals. These primary and secondary colors then came together as a storytelling mosaic to highlight each unique career path and the value their individuality brings to Google.

“I highly recommend Creative Theory Agency. I was impressed with their work each step of the way, from strategic approach through to creative execution. The whole team was a pleasure to work with and approached their work with thoughtfulness and attention to detail. CTA’s strategic guidance and artistic skill resulted in powerful, high-quality content for our campaign.

Daphne K
Google
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