Product: Shift uses technology to help veterans transition into impactful post-military careers at companies like Uber, Affirm, Okta, Salesforce, and many others.
Target audience: Military Veterans, HR Managers at tech companies.
Goal: Grow brand awareness, credibility and trust. Secure new partnerships and funding.
Brand Storytelling, Community Building, Testimonials, Case Studies
In 2017, Shift was a new brand with lots of success from day one – they helped military veterans get hired by Silicon Valley tech giants. The first success stories had to be told in order for the new partner companies and investors to understand the enormous program's potential. At the same time, Shift needed to get in front of the eyes of hundreds of thousands of veterans looking for support in landing jobs in the civilian world.
Brand identity definition
10 veteran stories told through video
5 video case studies with partner companies, including Uber, Affirm, Okta
4 product videos promoting the program
Global live streaming of the program to +20K Uber employees
70 online episodes on tips on military transition
25 executives briefed, coordinated, and interviewed on camera
From an emerging startup with an undefined brand, Shift became the industry leader with hundreds of members and funding from top Silicon Valley investors.
Candidates’ sign ups ⬆️10x
B2B sales ⬆️5x
Total video views: +2M on Facebook and LinkedIn
$4,5M seed funding led by Andreessen Horowitz
Word of mouth effect
Recruiting videos with corporate partners
“Sylvia and her team could not be more accommodating. They made all of our Managers and Employees feel comfortable and gave us great suggestions to ensure what we captured drove home the points we wanted to make. They were highly professional and incredibly creative in building a cohesive story. We could not be happier with the end result.”
– Christine Stout, HR Director, Uber (Shift’s Hiring Partner)
Social Media Engagement
Problem: There are many non-profit organizations offering veterans help in transitioning to the civilian workforce. However, Shift is the first startup that uses technology to make accurate matches between the veterans and open corporate positions, and maximize both partie's success. Shift needs to stand out among the competition and deliver a clear message on social media channels.
Outcome: 10 x sign-ups to the new program through social media posts including the new video content compared to sign-ups through posts with only written program descriptions.
Online course - web series
Problem: Upon transitioning from the military, veterans have many questions regarding the recruiting process. Shift cares about their success in landing a dream job, therefore looks for scalable ways to provide tips on how to interview for a job.
Outcome: 70+ episodes covering the most important aspects and issues veterans may have during the interview process.