Union Pacific—Recruitment
A branded website to quickly educate and recruit potential new hires.
The best new hires, needed right away.
In 2007, Union Pacific faced a period of unprecedented hiring due to the rapid attrition of its aging workforce and steady company growth. Their goal was to hire 6,000 new employees across UP’s 23-state network. Because the Union Pacific application process is done entirely online, it was imperative that UP launch a web-based campaign dedicated to educating and recruiting potential new hires.
Challenge
Create a Union Pacific microsite and corresponding advertising that focused on education and recruiting new hires. Specifically, we needed to emphasize that Union Pacific was the nation’s number one military-friendly employer—actively recruiting former military personnel because many of their jobs are an ideal fit with the skills gained from the armed forces.
Solution
Sticking to the mission of Union Pacific’s brand, we created a website and advertising that showcased the hardworking men and women of Union Pacific and encouraged like-minded people to work at Union Pacific, too.
Using UP’s distinctive yellow metal as the key graphic element quickly identified and set apart Union Pacific from its competition. Insightful copy and accompanying photography showcased the many skilled UP employees all over the United States.
Services
design, copywriting, photography
Collaborators
Creative Director: Marty Amsler
Co Art Director: Dave Markes
Design: Cathy Solarana
Copywriting: Rainbow Rowell and Jim Watson
Web Photography: Jim Krantz
Advertizement Photography: Scott Dobry
Project done by Wheelhouse founder while at Bailey Lauerman
