Diners Club International

CD ROM/Brochure

SITUATION

Diners Club International, part of the Citigroup family, was in need of a recruitment collateral piece for distribution at trade shows in their three locations: Denver, Chicago, and Montreal. The company needed to build brand awareness as an employer, and they were looking for a sophisticated piece that conveyed their image as a cutting-edge organization offering career challenge and growth potential.

STRATEGY/SOLUTION

We recommended a CD-ROM/brochure that would help reinforce our client's identity as an industry innovator. By using multimedia, we could give potential candidates a feel for the culture of the company. They could see and listen to real employees and executive management speaking about the work environment, benefits, and potential growth opportunities. And being that Diners Club had recently celebrated their 50th anniversary, this afforded them a chance to honor the legacy of the company.

The piece invites prospective candidates to “Define Their World” by joining Diners Club. The company offers its employees flexibility, the chance to have a voice, and the freedom to pursue different career paths. To convey this message, we created a visually open, free flowing piece. We used key words, such as “voice,” as graphic elements, and as headers for the different sections. The CD is about the size of a credit card, and combined bold graphics and flash animation with video, audio, music, and voice-over. We conducted video interviews with our client's employees and also incorporated existing footage from Diners Club and Citigroup. All photos used were of existing employees, from new hires to managers to senior executives, including the CEO. Since one of their locations was Montreal, we created a French language version of the brochure for that market. We also included a bilingual (French/English) employee testimonial and used a diverse mix of employees to reinforce the global nature of the company.

THE RESULT

This showcase piece brought the Diners Club HR team and line managers something they were proud to distribute to prospective candidates. It was also distributed internally, serving as a strong retention and recognition piece. Additionally, traffic to their employment site significantly increased as a result of Web links contained in the CD.