Oddwork x Axis Communications
Top of mind among tech talent
Axis Communications is a leading technology company founded in 1984. With 4,000 employees in more than 50 countries, the company develops innovative network solutions for a smarter and safer world. With the goal of attracting more top tech talent, Oddwork was tasked with highlighting Axis’s unique culture and encouraging more candidates to apply.
The assignment
To succeed, we developed a communication guide aimed at strengthening Axis’s employer brand, increasing traffic to the career site, attracting more relevant applications and building internal pride among employees. During the project we interviewed current Axis employees, carried out a thorough target group analysis using LinkedIn Talent Insights, and used the Stack Overflow Developer Survey to understand what today’s tech talent values in an employer.
The result
Our combined insights and data points resulted in a comprehensive communication guide with practical tools, insights and advice for communicating effectively across platforms and showcasing Axis’s company culture and offer as an employer. The guide included target group insights, personas and a list of dos and don’ts for tone of voice. We also developed a creative concept that laid the foundation for several digital campaigns, which Oddwork developed and optimised on social media to highlight Axis’s offer to relevant candidates.
“Thanks to thorough analysis, great interviews and a wonderful collaboration with the client, we created an insight-driven creative concept, plenty of hands-on guidelines and a number of campaigns. It became a solid foundation for communicating with the hard-to-reach tech audience.”— Iza von Eyben, Senior Copywriter
Creative executions
Where innovation meets purpose
In our collaboration with Axis we also created a creative toolbox, content for the Axis blog and a channel strategy for social media content. We also ran a two-day photo shoot at Axis HQ. All executions were based on the communication guide and the creative concept Where innovation meets purpose.
