General Motors — Campaigns, Recruitment & Creative Direction

Overview

Recruitment campaigns and employer-brand content designed to support hiring visibility, audience engagement, and brand clarity across multiple formats.

This work includes campaign messaging, creative direction, video, print and digital collateral, and newsletter content created to reach early-career, technical, and function-specific talent audiences.

Areas of focus

  • Recruitment campaign messaging

  • Employer-brand direction

  • Print and digital collateral

  • Short-form and testimonial-style video

  • Audience-specific messaging

  • Talent community newsletter strategy

Project Scope

Summary

Recruitment content rarely lives in one place. It has to move across events, digital channels, candidate touchpoints, and ongoing employer-brand communication — often while speaking to very different audiences at once.

This work brought those moving parts together through campaign messaging, creative direction, collateral, video, and newsletter content that helped GM present a stronger, more connected talent story.

Context

GM’s recruitment content needed to do more than advertise open roles. It had to support hiring efforts across events, campaigns, digital channels, and candidate touchpoints while still feeling cohesive from one format to the next.

That meant building content that could attract attention quickly, adapt to different talent audiences, and carry a consistent employer-brand message across print, video, email, and campaign creative.

The work also needed to flex across different recruiting moments. Some content was built for campus and career-fair outreach.

Some supported function-specific recruiting or skilled trades visibility. Some extended the story over time through newsletter content and recurring campaign touchpoints.

The challenge was not just producing assets. It was building a connected system that could support GM’s hiring goals with more clarity, range, and consistency.

My Role

A key part of this work was shaping recruitment content that could move across campaigns, channels, and audiences while still holding together as one employer-brand story.

Across collateral, video, newsletter content, and campaign messaging, I helped bring structure, clarity, and creative cohesion to work that needed to flex without fragmenting.

That also meant working closely with stakeholders, leadership, Comms, and Legal to guide content through review, refine it against brand standards, and make sure it was strong enough to work in the environments where it would actually be seen.

Just as importantly, the work needed to stay practical. Each piece had to support a real hiring goal, speak clearly to its intended audience, and contribute to a broader system that felt more connected, repeatable, and useful over time.

Selected Examples

Career Fair Campaign System

This career fair campaign was built to give GM a more dynamic, future-facing presence in campus recruitment. Using a motorsport-inspired concept as the visual thread, the work was designed to attract attention quickly, sharpen employer-brand visibility, and connect early-career talent with specific hiring opportunities through a more cohesive campaign system.

My work spanned campaign messaging, creative direction, roll-up banners, flyers, and supporting collateral designed to bring the full system together across each touchpoint.

Roll-Up Banner

Function-Specific Flyers

Recruitment handouts designed to translate the larger campaign into more tailored entry points for different talent audiences.

Each flyer aligned with the system’s Formula One-inspired look and feel while adapting the message to highlight specific career paths and role-specific opportunities.

Background Wall

Large-format backdrop designed for bigger campus booth environments, created to bring stronger GM branding and a more photo-friendly, high-impact version of the campaign’s racing-inspired visual system.

Career fair banner designed to attract attention quickly and reinforce GM’s early-talent recruitment message.

Recruitment Collateral & Brand Visibility

This work extended GM’s recruitment messaging into a broader set of candidate-facing formats designed to increase visibility beyond individual events. Across banners, print collateral, magazine ads, and billboard-style placements, the goal was to create a more flexible employer-brand presence that could support different recruiting moments while staying visually consistent.

My work spanned campaign messaging, creative direction, banners, print collateral, magazine ads, and billboard-style creative designed to reinforce GM’s recruitment presence across multiple touchpoints.

A4 Display

Electrical Journeyperson Flyer

Print recruiting handout developed for immediate electrical journeyperson hiring needs at GM’s Lake Orion plant. Built for local outreach, the flyer combined role-specific messaging, candidate guidance, and QR-linked navigation to help applicants move more directly into the right hiring flow.

Recruitment Banner

Career fair banner created to reinforce GM’s broader employer-brand presence while spotlighting role-based opportunities in HR, Finance, and Accounting.

Print Advertisement

Recruitment print ad designed to translate GM’s employer-brand messaging into a more polished, candidate-facing format for regional outreach.

These billboards were created to support targeted hiring efforts with clearer plant-specific messaging, bold calls to action, and imagery grounded in real manufacturing environments. The result was a more direct, high-visibility way to promote GM opportunities in market.

Recruitment billboards for plant-specific hiring

Student-facing display created to direct career fair attendees to GM’s Careers site and LinkedIn talent community, with messaging tailored to early-career audiences exploring specific opportunities.

Impact

This work helped turn GM recruiting priorities into more cohesive, audience-facing campaign content across print, digital, and employer-brand channels.

The result was a broader set of assets designed to support hiring visibility, clarify opportunities, and present GM as a stronger, more compelling place to work.

  • Building more cohesive recruitment campaigns across formats

  • Supporting early-career and market-specific hiring efforts

  • Translating complex or fast-moving asks into polished campaign assets

  • Making opportunities easier to understand through stronger messaging and design systems

  • Strengthening the consistency and usability of GM recruitment content