Steampunk LinkedIn Ads

Steampunk needed to recruit designers, developers, data scientists and security engineers into a federal contractor, a space where most job ads look the same. The "Come Disrupt with Us" LinkedIn campaign leaned the other way: black-and-white collage figures with oversized mouths for heads, throwing horns on a hot-pink brick wall, each one wearing its practice's #punklife tee.

• One ad per practice. CYBERpunk, DEVpunk, DATApunk, DESIGNpunk and DIGITALpunk each got their own figure and their own ad.
• Same system every time. The headline, wordmark, "join steampunk today!" speech bubble and URL stay in the same places, so the set reads as one campaign in the feed while the figures change.
• Built from the brand. Pink, charcoal and cyan from the brand guidelines, and practice marks from the #punklife swag, so the ads looked like the company people would actually be joining.

• Part of a period of fast growth. The campaign ran while Steampunk grew from roughly 300 to 800 people over four years, and gave recruiters a set of ads that matched the culture candidates would walk into.

• LinkedIn Ads
• Practice T-Shirt Marks
• Campaign Line