Clutch | The Professional Matchmaker

Advertising | Branding | Campaign | Social Media + Print Marketing

"The Professional Matchmaker"

OBJECTIVE:

Create a new marketing campaign that will increase brand exposure to help recruit new talent + potential employers for the staffing agency Clutch (Clutch Creative Talent).

(A talent acquisition firm specializing in staffing workers for marketing/advertising related activities.)

Clutch Creative Talent

Spring 2021

Art Director •
Lilian Broyles

Copywriter •
Lilian Broyles
Noah Horas

TARGET AUDIENCE:

Potential new creative professionals who are young + seeking work (the talent)

HR recruiters from businesses (the employers)

A Job Made in Heaven

For a staffing company, Clutch’s mission is to create long-lasting relationships rather than just becoming a one-time service.

They partner with marketing professionals looking for jobs and businesses in need of these talents, working to find the perfect fit for each party.

The creative strategy for this campaign was to position Clutch as something like the dating middle-man — or rather a matchmaker.

From research, it appeared that most people were unaware about the existence of talent acquisition firms operating solely to help people find jobs. The business operation explanations seem to overcomplicate the idea and dissuades prospective talent from applying.

To simplify the message and maintain the Clutch’s fun/quirky brand image,

I developed a campaign where Clutch uses the dating scene as a metaphor. Visuals use iconic romance imagery + verbiage, relating it back to job hunting.