Amongst the competitive talent pool in the tech industry, how can Baidu attract the brightest developers and software engineering students to attend the company's campus recruitment to become their future talent in an engaging and cost efficient way?

1. 1© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
A
BETTER
YOU
CASE STUDY
A campus recruitment
campaign to attract
the top developers and
software engineering
students in China
Client
Baidu
"
Region
China
Date
2012"
"
Keywords
Employer Brandi
Management
Graduate Marketing

2. 2© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
BACKGROUND
Baidu is China’s dominant search engine, used by hundreds of
millions of China internet users. And as one of the most
innovative tech companies, none of this would have been
possible if it wasn’t for their people.

3. 3© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
BRIEF
Amongst the competitive talent pool, attract the brightest
developers and software engineering students to attend Baidu’s
campus recruitment to become their future talent in an engaging
and cost efficient way.

4. 4© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
SOLUTION
Maximum crafted a smart campus recruitment campaign. "
We developed a creative concept around “coding” to
communicate in a way that would immediately grab the
attention of the targeted students.
We utilised code as a language to craft Baidu’s employer brand
image and created posters, banners, flyers, a careers website,
search engine advertising, and giveaway t-shirts.

5. 5© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
POSTER
Poster with a dolphin key visual "
representing innovation.
Poster with a butterfly key visual referring to the
‘butterfly effect’ and making great impact.
Poster with an eagle key visual representing a
broad stage for career development.
Poster with a lion as key visual representing
ambition.

6. 6© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
CAMPUS
RECRUITMENT
CAREER
WEBSITE
The header carrousel on the campus
recruitment career website also features the
Virtual Tour Maximum developed for Baidu.

7. 7© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
CAMPUS
RECRUITMENT
CAREER
WEBSITE
The header carrousel offers a shortcut to the
“Campus talk schedule”. !

8. 8© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
NEXT STEPS
For more information, talk to me.
Emile Mac Gillavry
Managing Director
T: +86 139 1811 0043
E: emile.mac.gillavry@maximum.com
W: maximum.com/emile-mac-gillavry

9. 9© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
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