The Success of Recro’s Work From Mountains Campaign – Tarun Rathi

The Success of Recro's Work From Mountains Campaign

What is Recro

Recro is a talent platform that connects skilled software developers with top startups and companies, focusing on accelerating their careers through remote work opportunities and providing an environment that supports professional growth.

About Work From Mountains Campaign

As the Head of Marketing at Recro, I spearheaded the "Work From Anywhere" campaign, aiming to showcase Recro's flexible work culture and attract top tech talent. The campaign was a massive success, enhancing employer branding and significantly increasing engagement across our digital platforms.

Tarun’s Role at Recro

As the Chief Marketing Officer, Tarun led rebranding initiatives, expanded the company’s digital presence, drove community-building efforts, and enhanced both employer and leadership branding.

Challenge

Talent Attraction in a Competitive Market: The tech recruitment space is highly competitive, and attracting top talent requires more than traditional hiring practices.

Showcasing Company Culture: We needed to highlight Recro's unique work culture that promotes flexibility and work-life balance to stand out as an employer of choice.

Strategy and Solution

Work From Anywhere Initiative: We launched the "Work From Anywhere" campaign, allowing team members to work remotely from Manali, a picturesque location in the mountains.

Employee Engagement: Selected 15 team members from Bengaluru to participate, with Recro sponsoring their stay in Manali.

Content Creation and Social Media: Utilized this initiative to create engaging content, including social media posts, videos, and live sessions.

AMA Sessions: Hosted an "Ask Me Anything" session titled "Work From Mountains," engaging potential candidates and sharing his personal experiences of working from the mountains, travel hacks and tips.

Execution

1. Planning the Campaign:

Coordinated logistics for the team’s stay in Manali.

Developed a content calendar for social media postings, videos, and AMA sessions.

2. Employee Participation:

Encouraged employees to share their experiences through blogs, vlogs, and social media updates.

Captured daily work routines, team collaborations, and the balance between work and leisure.

3. Social Media Promotion:

Posted regular updates on LinkedIn, Instagram, Twitter, and Facebook.

Created a series of videos highlighting the "Work From Mountains" experience.

4. AMA Session:

Discussed topics like remote work challenges, productivity tips, and Recro's culture.

Results and Impact

1. Increased Engagement:

Social media posts related to the campaign received high engagement, with videos surpassing 100,000 view & reach of more than 10,0000 people.

Significant increase in followers and interactions across all platforms.

2. Enhanced Employer Branding:

Positioned Recro as a forward-thinking company that values employee well-being and flexibility.

Received positive feedback from the tech community and potential candidates.

3. Talent Attraction:

Notable rise in job applications following the campaign.

Improved quality of applicants, with many referencing the campaign in their applications.

Conclusion

The "Work From Anywhere" campaign effectively showcased Recro's unique company culture and commitment to employee satisfaction. By providing our team with an opportunity to work from an inspiring location and sharing their experiences, we strengthened our employer brand and attracted top talent in a competitive market.