The Campaign

We found that were still known for the ‘old’ Sapient and not the ‘new’ Sapient we had morphed into and needed a solution that was sustainable and impactful – thus chose to invest both in brand advertising and strengthening our hiring teams. Our campaign aimed to address the complete spectrum of talent management at Sapient we articulated traits that will make talent succeed in the ‘new’ Sapient – the disruptor or innovator who can challenge the status quo, invent or innovate, transform clients, adapt to change and redefine them while having fun at work and giving back to the society. We clearly wanted to attract well-rounded personalities with a drive to reimagine the world we live in. The campaign tagline had to be a strong call to the disruptor, innovator – we chose “Troublemaker” because we firmly believe no one ever created history without creating a little bit of trouble.

Execution

We came up with an bold concept that was bound to create waves –“WE ARE LOOKING FOR TROUBLEMAKERS” – is a call to attract the curious bunch of people restless to solve business problems. The ones who are undaunted by change, challenge or convention; keen to break boundaries where creativity and technology meet to redefine, reimagine and transform an always-on world. This campaign is appeals to the curious – BOLD, DISRUPTIVE, and PROGRESSIVE. We developed an INTEGRATED COMMUNICATIONS/MEDIA PLAN to launch our campaign It is a combination of Above the Line (ATL) and Below the Line (BTL) media outreach along with a massive revamp of internal communications, office branding and leadership engagement strategy. The campaign has several legs: outdoor media, digital media, social marketing, virtual, public relations, internal communication, physical, and experience.

• 25+ FEATURES RECOGNITION FROM INDIAN AND GLOBAL MEDIA • Featured as Best Case Study at the World Employer Branding Day Conference. • Featured as Top 3 in People Matters TA Leadership League Awards 2016 • 5 crore impressions; 30,000 shares on social • 4.5 lakh Video views • 151,251 Page Views on Troublemakers.co.in ; 32,558 Unique Visitors • 8777 Troublemakers quiz takers • 4X applicants since last year, 64% inbound hires • 2X referrals, 35% referral hires • Troubleshoot challenge 642 registrations; 112 idea submissions in 3 weeks • During our recent Employer Value Proposition survey, o 94% of survey respondents agreed they were “working for one of the most reputed brands in digital.” • 81% of our candidates surveyed say they would recommend Sapient to their friends and colleagues

The Situation

We changed our reputation in India in a fun and inviting way while recruiting great talent for a unique reason(s). Within first week of launch leading publications like Economic Times, Times of India, NDTV, People Matters, Techgig.com, Digit, Afaqs featured stories on our campaign. An influencer outreach program is in the works.

The Strategy

We needed a solution that was sustainable and impactful. We chose to invest both in brand advertising and strengthening our hiring teams. To make it impactful we commissioned a candidate, internal research using Employer Branding and strategy teams and social profiling we realized that were still known for the ‘old’ Sapient and not the ‘new’ Sapient we had morphed into! This advertising campaign therefore aimed to address the complete spectrum of talent management at Sapient. It would play a crucial role in – attracting, engaging, and retaining our preferred talent. We clearly articulated traits that will make talent succeed in the ‘new’ Sapient – the disruptor or innovator who can challenge the status quo, invent or innovate, transform clients, adapt to change and redefine them while having fun at work and giving back to the society. We clearly wanted to attract well-rounded personalities with a drive to reimagine the world.