IPG Mediabrands Launches New Talent Attraction Campaign, "We See You at Mediabrands", Featuring Personal Stories of Why People Join and Stay
IPG Mediabrands today announced a new social media campaign, "We See You at Mediabrands," aimed at reaching prospective candidates from historically excluded groups and non-traditional industry backgrounds. The campaign showcases an array of employees from across the network's global agency and specialist brands, who share their personal and professional stories, including why they joined and why they have stayed. It also features graphics-driven videos that highlight the different kind of media careers available within Mediabrands.
"A key aspect of our talent strategy is to co-create a more inclusive culture by bringing in talent with different backgrounds, perspectives, and lived experiences. And as we thought about how to identify the people we'd like to attract, develop messaging that's compelling, and reach them where they are, we asked ourselves, 'What if we became our own client?'" said Hermon Ghermay, Global Chief Culture Officer, Mediabrands. "We are uniquely positioned to use the same strategies, tools and resources that we use to build our clients' businesses to help address the challenge of attracting new people, and especially those from historically excluded groups, in a tight talent market."
Ghermay developed the program alongside a team of DEI leaders and advocates across the Mediabrands network with expertise across Talent Analytics & Research, Strategy, Creative, and Planning and Buying. "This incredible group of people approached this challenge with intention and intuition, helping us realize that our people are actually our best story and truth-tellers, and their stories show and remind us of who we are at our very best," she said. Employees from each brand -- UM, Initiative, Mediabrands Content Studio, MAGNA, Reprise, Rapport and Orion – participated in the campaign. Jim DeBarros, EVP, Group Creative Director at Mediabrands Content Studio, who served as the creative director of the campaign, also shared his personal story.
"Based on my own experience and those of other professionals we connected with, people want to work for companies that have flexible and inclusive cultures, where they can feel themselves belonging and work alongside others who share their values," said DeBarros, whose video details why he enjoys working at Mediabrands, where he feels supported both professionally and personally.
"It was a wonderful experience collaborating with this team and colleagues from across the Mediabrands network, who generously shared their origin stories," continued DeBarros.
The campaign will run on TikTok, Snapchat, and YouTube and is supported on Google. The longer-form talent stories will also be featured on the Mediabrands career site and on its social media pages as well as on internal platforms.
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