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.
Culture Study
Brand Research
Creative Strategy
Creative Direction
Design
Production
Copywriting
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:
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?”
To bring this campaign to life, Creative Theory Agency held intimate focus groups and 1:1s to create a safe space for Black Googlers to share their motivations, stories of their personal and professional journey, and their advice for other Black professionals looking for a place in tech.The resulting creative wrapper, "For Google, it's You" is inviting without being out-of-touch, and speaks to the community without speaking for them.
This line inspired the campaign's visual identity, photography, creative direction for the web microsite, and the paid and organic HTML assets.
To bring this campaign to life, Creative Theory Agency held intimate focus groups and 1:1s to create a safe space for Black Googlers to share their motivations, stories of their personal and professional journey, and their advice for other Black professionals looking for a place in tech.The resulting creative wrapper, "For Google, it's You" is inviting without being out-of-touch, and speaks to the community without speaking for them.
This line inspired the campaign's visual identity, photography, creative direction for the web microsite, and the paid and organic HTML assets.
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.”
