Employer Brand Development + Website Design +
Peak Seasonal Hiring Deliverables
Creative Director Nick Vacca + Kerry DeBruce
Copywriter Callie Smith
Animator Yung-En Chen
Created a new employer brand for UPS “Shift to UPS”. On the surface, the primary word, shift, is conceptually grounded in automotive/manual working class language. Below the surface, it is used to help change and influence a different way thinking about opportunities at UPS.
Using this EP we developed a career site, social and banner deliverables, plus hiring events for the holiday season that resulted in over 83,000 hires, an increase of 51% from 2020.
UPS Employer Brand
Our brand is what distinguishes us from our competitors in a crowded and ever-changing talent marketplace. What we’re trying to do with our employer brand is not so different from the goals of product brands that we are all familiar with. Iconic brands influence consumers’ emotions and behaviors with every touch point—design and advertising, customer service and user interface. For our employer brand, the goal is the same—to create a holistic experience and impressions that are strengthened by every interaction.
Whether candidates are browsing our career site or speaking with a recruiter, responding to a text or scanning our social channels on their phone, we want them to understand and feel good about that interaction—and about UPS as an employer. We want everyone, everywhere, to have a clearly defined idea about what UPS offers, and to want to be a part of it.
We want them to make the shift to UPS.
