CTO in DC
Viral recruitment tool distributed by a targeted social media campaign.
Viral recruitment tool distributed by a targeted social media campaign.
CTO in DC was an idea born out of the frustration of the quality of CTO candidates that were coming through our recruitment process. While talking about the process with my creative director, I asked, "Why don't we just put up a one page mini-site that is aimed at recruiting local talent?" By midnight that night, www.ctoindc.com was born. The site was intentionally vague on who was actually doing the hiring. We wanted our firm to remain behind the scenes to play on the mystery of the campaign.
We used a targeted Facebook ad buy to find people who were geographically central to our office, who had technical experience, and who fit the demographics of our ideal CTO. We had 40 submissions the first day. The site sparked a debate on Twitter with other local companies and candidates guessing at who the agency was, which was our goal from the beginning. By creating a sense of wonder about who was behind the campaign, the conversation on Twitter became our best - and least expensive advertising effort.
