When Urban Land Institute (ULI)—a global nonprofit powerhouse connecting 48,000+ members in real estate and land development—asked for help elevating their employee recruitment platform, Spring13 was thrilled to put our expertise in recruitment campaigns to work.
ULI is an established and highly regarded entity with the potential to attract talent beyond the real estate industry. What the organization needed is a recruitment brand that truly captures their unique mission and culture for job seekers. To kick off creative development, Spring13 prioritized discovering what makes working at ULI so meaningful on a personal level, so our team could leverage those insights at every stage of development.
Spring13 created a quick, online survey for recent ULI hires to help understand what resonated most with candidates during their job search. We also did a deep dive on the company mission, culture, and future goals. From these learnings, Spring13 created the career-specific positioning of “Work with Purpose.”
For Spring13 Executive Creative Director Bronwen Kennedy, there’s a certain satisfaction in helping clients reinvent their approach to employee recruitment. Often, a company’s greatest strengths and unique attributes aren’t being adequately showcased because everyone internally is so used to them. Being able to identify and amplify an organization’s appeal to a world of job searchers is not only fulfilling—it’s helping to grow a company that Spring13 believes in.
To bring the Work with Purpose concept to life and attract ambitious, mission-driven employees, Spring13 developed a unique visual approach featuring a campaign icon inspired by an approval stamp and a rich color palette, along with resonant messaging. These creative elements were applied to a new careers website section, social ads, graphics, and HR-ready brand standard guidelines for social media and recruitment ads.
Next up? Spring13 plans to create a quick-hit, attention-grabbing employee recruitment video that further proclaims ULI’s appeal—and looks forward to seeing ULI grow its workforce.
