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Nanohmics
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Nanohmics was needing to recruit new talent in a category that is growing rapidly. As opposed to many rival companies who were more direct in their recruitment language, I recommended using humor to peak by flipping typical recruiting tropes on their head.
Instead of the usual ”big picture” talk, I leaned into minimalist ads with tiny headlines like “Think smaller” to directly mirror the nano and micro-scale work Nanohmics is known for. The small text wasn’t just a design choice; it was a literal representation of the precision and atomic-level focus required for these roles. It was a cheeky way to stand out and attract the kind of highly specialized talent who loves getting into the weeds of high-level science.
Nanohmics
Nanohmics was needing to recruit new talent in a category that is growing rapidly. As opposed to many rival companies who were more direct in their recruitment language, I recommended using humor to peak by flipping typical recruiting tropes on their head.
Instead of the usual ”big picture” talk, I leaned into minimalist ads with tiny headlines like “Think smaller” to directly mirror the nano and micro-scale work Nanohmics is known for. The small text wasn’t just a design choice; it was a literal representation of the precision and atomic-level focus required for these roles. It was a cheeky way to stand out and attract the kind of highly specialized talent who loves getting into the weeds of high-level science.
Headline: “We‘re looking for a few small-minded individuals.”
Headline: “This molecule look familiar?
If so, we should talk.”
Headline: “Size matters.”
Sequential ad series headline (first ad): “Smaller solutions.”
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To bring the campaign into the real world, I utilized guerilla marketing tactics like bar napkins featuring nothing but a catchy headline and a QR code—stripping away all company branding to let the mystery of the ”small-picture” pitch spark immediate candidate curiosity.
