Tomorrow, today

Global semi-conductor giant, onsemi had a multifaceted CSR program. However, the program was not receiving the attention or participation it needed because its components were fragmented and buried across different tabs on their site. This resulted in low awareness, low employee interest, and low engagement. By unifying their CSR efforts, and bringing their various programs together in one place the CSR program had the potential for exponential growth.

The Approach
Develop a unique concept, visual style, and unifying message to redefine the onsemi CSR program, driving awareness and interest in the many ways onsemi employees can make a difference. This meant creating a suite of interconnected community-driven assets, including a logo, adlobs, videos, digital banners, social posts, full website copy, and a cohesive engagement portal showcasing all the onsemi CSR programs in one easy-to-find site location.

A better tomorrow, starts today.

Impactful imagery, inspiring copy, and iconic design helped amplify each program while creating an emotional connection with onsemi employees, inspiring them to participate and maximize their global impact.

➯ Creative Direction

Tactics & Activations

Doing a strategic analysis of successful CSR campaigns, we set out to create a goal driven, achievable and authentic campaign strategy. This meant coming up with a unique concept, message, and visual style for onsemi that would re-define their CSR program in a compelling and unforgettable way — including a suite of interconnected community-driven assets.

Subcampaign
onsemi | 2022

Transform your future.

With an ambitious goal to be Carbon-Neutral by 2040, and busily preparing to expand production capabilities to alleviate the supply chain shortage, onsemi was struggling to find and keep tech engineer talent and needed help crafting a compelling recruitment campaign.

Objective
Help tech professionals learn about the company vision and how their roles contribute to and benefit from achieving a shared goal.

My Role
In collaboration with the Creative Director and Senior Copywriter, I developed a robust campaign that included visual design for print and digital, conceptualization and storyboarding for video, brainstorming, and mock-ups for tactics and activations, and Art Directing the design team through the creation of all assets.

At onsemi, you can engineer a thriving future.

➯ Strategy

The Challenge
Coming out of a recent rebranding into a highly competitive market where Apple, Samsung, and Intel were also expanding production, onsemi didn’t have the recognition it needed to attract highly sought-after talent, who at the time were driving the great resignation/workforce reset. How could we help onsemi win the engineer recruitment war?

Our Insights
Beyond salaries, engineers need to feel appreciated and look for environments that reward their contribution with flexibility as well as professional and personal growth. They seek work-life balance and the opportunity to be a part of the innovations that are making a positive impact in the world.

Moreover, most semiconductor industry recruitment efforts focused on a company’s own disrupting or innovating technologies, rather than leaning into the employee’s potential contributions or how they would benefit from these innovations.

Transform your future.

Tactics & Activations

PR Box | onsemi's powerful collaborations

Appealing to student and seasoned engineers, we would team up with brands onsemi works with to create limited edition model kits (e.g., a Tesla, a fighter jet, a tech/medical robot). This promotional recruiting swag could be used in a variety of venues, including social media platforms, trade shows and conventions, as well as a “you are valued” gift, sent to those who interview with onsemi but are also interviewing elsewhere as a way to show them they are important to onsemi.
Car show booth | Driven to find top talent

Car shows roll out every month around the country in large convention centers drawing thousands of people. By collaborating with Telsa, onsemi has a multitude of ways to get the attention of potential employees and the opportunity to reach passive candidates who aren’t currently looking for a role, reducing employer competition.
Car show booth | AR Photo Booth

An interactive booth where people could get a digital photo taken of themselves “in” a vehicle of an onsemi partner. The onsemi logo and QR code would be on the hood of the car image so when the person gets their digital photo on their phone, they could post on Instagram. It would increase onsemi’s online presence and recognition on social media as well as in the gaming world and most likely would pique the curiosity of others. The boxed model Tesla could be a giveaway in connection with the booth
Career site | Reengineered

We’ll reengineer the Careers page on onsemi.com to make it a more robust onboarding microsite. We’ll include our mission statement, sustainability initiative and information for new recruits. In addition, we’ll highlight some current employees and their passions outside of work. Thus showing that we care just as much about people’s personal lives as we do about their professional ones.
Conventions | Engaging in similar interests

Comic-Con and gaming conventions draw thousands of people from all over the world. Establishing a presence here with will allow onsemi to reach a large swath of talent to let them know who they are. onsemi could have an interactive booth where people dressed as various comic/gaming/fantasy characters could get a digital photo taken of themselves “in” various fantasy/comic/gaming backgrounds.