Coming off a number of new business wins and needing to fill 14 (mostly junior) positions, we needed a recruitment strategy that would appeal to up-and-coming talent. However, Zulu Alpha Kilo has a reputation as being a tough place to work with high standards, which doesn’t make recruiting easy.
Rather than fighting our reputation, we embraced it. Parodying popular reality TV show Scared Straight, we made a video warning ad school grads not to enter the industry at all. To make the video feel as real as possible, we mixed our cast with an eclectic group of stand-up comics, theatrical non-commercial actors, theatre students, Second City improv stars and several real ad students cast as background.
Upon release of the video, the HR department was inundated with inquiries from students, recent grads, and working creatives. And we filled all of the jobs.