WP Engine first approached us in 2019. As the world-leading WordPress digital experience platform, the American IT company were facing a challenge. In addition to opening their state-of-the-art Irish office in Limerick, they wanted to build their employer brand and communicate their dynamic and unique culture in Ireland and around the world to prospective hires.
As specialists in talent solutions and employer brand campaigns, we partnered with WP Engine to help them take the next step in employee acquisition.
Our goal was clear: to activate an exciting, consistent global employer brand campaign that ‘takes’ the market, attracting the best talent to their business.
A company in which the opportunities to grow and learn are plentiful, WP Engine expresses its purpose as “Powering the freedom to create”.
We thought, what if we were to frame talented people as the very fuel that WP Engine runs on? How could that thought inspire potential candidates around what makes WP Engine different? Therein lay the seed of our idea: “People-powered creation”.
To capture the brand’s distinctive culture, we built out a strategic plan to host a series of deep-dive sessions with WP Engine team members, ranging from its founder and CEO to its talented set of developers and technical engineers. The significance of these interviews and workshops was immense; the key learnings unearthed from our research would be critical in the creative development and execution of this campaign.
With the new Limerick office serving as a literal blank canvas, we enlisted the talents of one of Ireland’s leading muralists, Claire Prouvost, and gave her the freedom to create a bespoke art installation.
Her inspiration for this piece would be the words and testimonies of people working in WP Engine – those who have already been given the freedom to create their own roles and futures.
After conducting and recording in-depth interviews with WP Engine team members from around the globe, the testimonies were used to inform Claire’s work in real-time on the day of the video shoot.
Bestowed with the freedom to create art that embodies the culture at WP Engine, Claire’s work is vibrant and spirited – it is an artistic expression of what it means to be part of the WP Engine community.
Bringing to life the company’s key values of diversity, ambition and learning, the campaign video captures the energy of life and the sense of unity among team members at WP Engine.
By hosting one-to-one virtual interviews with a range of staff members – from the CEO and leadership team to software engineers – and unearthing the true essence of life at WP Engine, we were able to bring to life the spirit of the brand through creative execution.
The result was a work of passion, created not simply by the artist, but by the team at WP Engine.
The Campaign Roll Out
As part of the campaign roll out a suite of digital assets were created.
The video campaign, along with a range of careers page marketing and PR material, videos, GIFs, photography, and spotlight shareables were lined up to support the launch of this campaign.
The impact of our employer brand campaign for WP Engine would be firmly rooted in our commitment to getting under the skin of the brand in the early stages of strategy development.
By aligning with the brand’s DNA and getting to know what truly makes WP Engine tick, our findings enabled us to create a dynamic campaign that would represent why WP Engine is such a great place to work.
The mural is set to take up residence in the company’s Limerick head office. While the resulting video not only provides the assets and storytelling content to fuel the ongoing recruitment mission, it captures perfectly the essence of the brand ethos: “Powering the freedom to create”.