top of page
image.png

Cummins Inc's "Working Right" Campaign & App

Global Employer Branding and Digital Talent Acquisition Campaign & App

FOR AGENCY: ARTISTRY STUDIOS

​

PROJECT OVERVIEW​

Cummins Inc., a Fortune 500 corporation with a global workforce, aimed to revamp its digital recruitment strategy to attract top engineering and technical talent, specifically targeting a younger, tech-savvy demographic. As Design Director, I spearheaded the design and execution of Cummins’ first mobile app, website, and social media recruitment campaign, positioning the company as an appealing, forward-thinking employer. This comprehensive digital strategy focused on mobile and social engagement to reach candidates effectively, particularly recent graduates and young professionals.

​​

​

THE PROBLEM​

Cummins needed a digital recruitment platform that would highlight its global career opportunities and corporate culture, making it easy for candidates to explore and apply. The challenge was to create a seamless user experience that appealed to the millennial and Gen Z demographics who spend substantial time on mobile and social platforms. Additionally, the platform needed to support Cummins' broader goals in diversity recruitment and global brand presence, attracting a diverse talent pool across various markets.

ArtistryWebsite-Project-Clips-Cummins3 (4).jpg
ArtistryWebsite-Project-Clips-Cummins4.jpg

THE SOLUTION: Cummins Careers App and Digital Ecosystem

The solution was a multi-platform recruitment initiative centered on the Cummins Careers App, website enhancements, and an integrated social media strategy. This digital ecosystem streamlined job search and application processes, showcased Cummins’ brand story, and effectively reached targeted talent pools.

​

  • Mobile App for Recruitment (Cummins Careers App):

    • Designed an intuitive interface where users could easily browse job openings, view application timelines, and apply directly within the app.

    • Integrated features like job alerts, interactive company timelines, and an in-app messaging system to keep candidates engaged and informed.

    • Offered a quick-apply function that allowed applicants to complete the process in under 10 minutes.
       

  • Responsive Global Careers Website (Multilingual):

    • Redesigned the careers website with mobile-first, responsive design principles, ensuring a seamless experience across devices.

    • Developed multilingual versions to cater to a global audience and align with Cummins’ diversity goals.

    • Embedded an interactive 3D engine breakdown to attract engineering candidates and showcase Cummins’ technical prowess.
       

  • Social Media and Branding Campaigns:

    • Launched the “Working Right” campaign across social media, using targeted ads and branded content to drive traffic to the app and website.

    • Managed social media branding and content, focusing on inclusivity and Cummins' commitment to innovation and diversity.

    • Deployed lead generation and applicant tracking integrations to capture and analyze candidate engagement.

​

DESIGN DELIVERABLES:

  • Persona Development: Developed personas focusing on tech-savvy college graduates and professionals with engineering and technical backgrounds, guiding design decisions to appeal to this demographic.

  • Wireframing: Created wireframes and low-fidelity prototypes for the app and website, refining based on feedback to ensure optimal user flows.

  • User Flows: Designed detailed user flows that simplified the job search and application process, including onboarding, notifications, and real-time updates.

  • User Interface (UI) Design: Delivered high-fidelity mockups for the app and website, maintaining a modern, cohesive look that resonated with younger users.

  • Brand Identity and Visual Assets: Developed a visual identity for the “Working Right” campaign, aligning all assets with Cummins’ corporate branding.

  • Responsive and Adaptive Layouts: Ensured that both the app and website were fully responsive, adapting to a variety of devices and screen sizes.

  • Custom Illustrations and Animations: Created custom animations, including a 3D engine breakdown for the app, providing a unique interactive experience for engineering candidates.

  • Support and Documentation Design: Produced user guides, FAQs, and a design system to maintain consistency across all digital channels.

  • National Digital Ad Campaign Management and Ad Buying: Oversaw the development and management of a national digital ad campaign, executing strategic ad buys across social media and search platforms to maximize reach and engagement.

  • Social Media Content Management: Created and managed content for Cummins’ social media channels, focusing on engaging storytelling and showcasing Cummins’ commitment to diversity, innovation, and opportunities in engineering careers.

  • Setup of Cummins Talent Acquisition Network and Recruitment Platform: Established a recruitment CMS platform targeting engineering students and undergraduates, enabling streamlined candidate tracking and engagement within the Cummins Talent Acquisition Network.

ArtistryWebsite-Project-Clips-Cummins5.jpg

DESIGN DIRECTOR & PROJECT MANAGER ROLES:

  • Design Strategy and Vision: Defined the design strategy to ensure it aligned with Cummins' recruitment goals and brand values, focusing on a user-friendly, visually engaging experience.

  • Product Development Leadership: Led the design and development process, working with internal teams and external vendors to meet deadlines and maintain Cummins’ quality standards.

  • Collaboration with Development Teams: Coordinated design and development sprints, integrating feedback and maintaining clear communication across teams.

  • Daily Standups and Stakeholder Meetings: Facilitated daily standups with design and development teams to track progress and address any challenges, and led regular meetings with stakeholders to communicate project updates.

  • Quality Assurance and Iteration: Managed quality control processes, iterating on design based on user feedback and performance data to continuously improve the platform.

  • Stakeholder Communication: Presented design progress and outcomes to stakeholders, ensuring alignment with Cummins' strategic recruitment goals.

CONCLUSION & BUSINESS IMPACT

The initiative led to significant results:

  • Over 300,000 unique visitors to the careers website annually, with a strong conversion rate.

  • 80,000+ engaged users in Cummins' talent community, with a 90% adoption rate among target users.

  • A boost in Cummins' brand perception among younger demographics, positioning it as an innovative and desirable employer globally.
     

This case study highlights the strategic design leadership and digital innovation applied to meet Cummins' global recruitment objectives, demonstrating a seamless, user-centered approach to engaging top talent.

bottom of page