Atlassian’s mission is to unleash the potential in every team and now they deliver software for teams in over 60,000 companies globally. ? It means Atlassian need to find and hire the world’s smartest, nerdiest tech talent to join them on that mission. Faced with needing to recruit one of the most in-demand professionals globally, User Experience (UX) designers, Atlassian had three key tips for delivering an effective employer brand program: 1. Think and plan like a marketer 2. Find your hook and go big 3. Engage your employees Read the full story and check out Atlassian's LinkedIn Career Page here: https://www.linkedin.com/m/company/22688/life/

1. CASE STUDY
Atlassian
Atlassian is a true, local start-up gone Global
success story. They build software products
to help all types of teams realise their vision
and get stuff done. They believe that great
teams can do amazing things. With over 1,700
Atlassians in six locations globally, the team
are driven by an inspiring set of values that
shape the culture and products for the better.

2. THE CHALLENGE
Big mission = big talent requirements
Boston Dynamics, development teams use Atlassian
software to build robots that save human lives by going
places we can’t go like fires and disaster zones. Teams at
Tesla, the electric car company use Atlassian products to
build cars that run on software. Even the teams at NASA use
their software products to land the Curiosity Rover on Mars.
Named as BRW’s “best place to work” in 2014,
Atlassian’s mission is to unleash the potential in every
team and how they deliver software for teams in over
60,000 companies worldwide.
So what does this big mission to unleash every team’s
potential mean for the recruiting team? It means Atlassian
need to find and hire the world’s smartest, nerdiest tech
talent to join them on that mission. Faced with needing
to recruit in a high demand, low supply technical talent
pool and a rapidly declining number of technical graduates,
Atlassian need to think outside the box, and offshore
for solutions.
“At Atlassian, we really believe data
can be a great source of insights for
helping us uncover hidden talent.”
Caitriona Staunton,
Head of Recruiting APAC, Atlassian

3. THE SOLUTION
How did Atlassian engage
one of the most in-demand
professionals globally,
User Experience (UX)
designers and showcase
their awesome culture.
They had three key tips:
1. Think and plan like a marketer
Marketers always start with the data. The more data-driven
and goal-oriented you are in the planning process, the more
aligned the campaign results will be.
Insights from LinkedIn’s talent pool mapping excluded
high‑demand, low-supply regions and identified that Europe
– specifically London, Amsterdam, Berlin and Stockholm –
had a strong supply of UX talent, 55,000 people in fact.
This informed the goal of the ‘UX Surfers’ campaign, to land
5 UX Designers in 5 days, and provided the framework for
where and how to spend media dollars, how long to run the
campaign for, and which locations to visit.

4. 2. Find your hook and go big
With limited brand awareness amongst UX designers
in Europe, Atlassian needed a big-bang idea to cut
through the clutter and get this important talent segment
to consider them.
Where did they start? With their own UX designers who had
over 100 ideas for campaign taglines. The creative ‘hook’ was
lead by HQ’s location, Sydney, and the tagline ‘We’re seeking
Design Thinkers, Talented Tinkerers and Wannabe Surfers
to join us in the sunshine of Australia’ was born.
Atlassian’s advice: when planning your campaign channels,
go as broad as possible. Naturally, being a recruiting
campaign, LinkedIn was the primary channel, however
consider all digital and social platforms where the target
audience engage.
To ensure the interview team had a pool of interested
candidates, Atlassian ran a broad online advertising
campaign using the same tagline and a combination
of InMail, sponsored updates, and digital advertising.
The call to action for interested candidates was to visit
atlassian.com/seeking for further information or to
submit their portfolio.
3. Engage Your Employees
Candidates trust their peers, your employees, 3x more
than the company to provide credible information on
what it’s like to work there. To increase touch points and
awareness, Atlassian’s design team managed a blog so
the recruiting team worked with them to post an article
about the campaign and then re-posted this article
through Sponsored Updates.
Caitriona Staunton,
Head of Recruiting APAC, Atlassian
“It’s really important for us, with
our international talent, to connect
them to our values. It’s about finding
and creating messages that will
inspire our candidates and really
selling the bigger dream.”

5. THE RESULTS
Results across channels and mediums spoke for themselves.
• Atlassian drove 4x more expected traffic to the landing
page, and their 5 UX designers hired within 5 days are
already having a huge impact on the business.
• 35% spike in number of UX designers following
Atlassian through social channels.
4xmore expected
traffic to the
landing page.
35%spike in number of UX
designers following
Atlassian through social
channels.

6. https://www.youtube.com/watch?v=PjoTOPcK0BY
road is better