North Star BlueScope Steel is an industry-leading steel supplier located in Delta, Ohio. When we met with the company, they needed to bolster their workforce after they announced their plan to expand. Aside from increasing their staff size, North Star also wanted to encourage women to participate in the company’s available opportunities. Design2influence was assigned the task of creating a recruitment campaign to reach that target market.
The recruitment campaigns we created reflected the success stories of current North Star employees. So, we lead with a unique video campaign, then followed by print, digital ads, radio, outdoor space, and other media to tell their story. North Star went beyond the efforts of other industrial companies to create an authentic company based on its culture, pillars, and benefits to exceed its expectations. Treating their message as a brand manifested incredible results. North Star experienced a 400% increase in female applicants following the launch of its first video and print ads. Male applicant numbers benefited as well. Information distribution via social channels also greatly improved overall audience awareness about the opportunities available at North Star.