00:00Everything we do at Anderil is divergent.
00:02There are way too many marketers in our industry
00:04that play it safe.
00:10At Anderil, we just completed the first ever
00:13motorsports race on an active military base.
00:16It was on Naval Base Coronado.
00:18We did it with NASCAR.
00:19It was called the Anderil 250,
00:20and it was absolutely incredible.
00:23We were celebrating the U.S. Navy's 250th anniversary,
00:26and we had the chance to not only interact
00:28with service members, but raise funds for veterans,
00:31and to partner with Jeff Gordon's team,
00:33Hendrick Motorsports, to bring our brand to life in a way
00:36that only brought it to a broader public,
00:39but also helped us to recruit new types of talent,
00:42like manufacturing technicians.
00:43Very few companies in defense have actively recruited talent
00:48in a way that goes beyond the traditional.
00:50For us, everything we do at Anderil is divergent,
00:53and not just for the sake of doing it,
00:55but because we're trying to attract different types of talent.
00:57We're hiring thousands of software engineers,
01:00thousands of hardware engineers, and to attract them,
01:04we have to give them a sense of what it actually means
01:07to work at a company like Anderil.
01:09So the best way we could think to do that
01:10was to tell people to actually not come to work at Anderil.
01:13We told them it was hard, important, urgent work.
01:17We said, you better love America.
01:20You better be proud to support American and democratic ideals.
01:24We said that there aren't any baristas or nap pods.
01:27We basically told them all the reasons that they should filter themselves out.
01:31And for those left standing, we said, hey, this might just be the company for you.
01:34The beauty of the Don't Work At Anderil campaign was that not only did we see tangible results,
01:40in terms of increases in recruiting, 30% lift in terms of application rate,
01:46higher searching organically on LinkedIn and across all of our channels.
01:51We also were seeing intangible benefits.
01:53The people that were coming in that were choosing to apply were higher quality leads.
01:58So that natural filtering mechanism, where people chose that Anderil wasn't the place for them,
02:03made our recruiting process that much more efficient.
02:06What I love so much about the creative process at Anderil
02:09is that we're able to move in incredible, nimble fashion.
02:13That's because we do the work largely in-house.
02:16The Anderil marketing team is working very closely with the Anderil design team
02:20that's led by the brilliant Jen Bucci.
02:23And her team has everything from creative to art direction to production in-house.
02:29And our team really focuses on the strategy, the copy side, and the media planning.
02:35So it's like we have a full service agency that's able to move fast.
02:38But I think even more importantly, we're all deeply mission aligned.
02:42We all understand the values, the ethos, the voice, the identity of the company,
02:47which gives us the ability to not only move fast, but to do it at a very high standard.
02:51I'm honored this year to be on Business Decider's most innovative CMOs list.
02:55To a friend who is considering, how can I get myself on the same type of list?
03:00I would say, take chances.
03:02There are way too many marketers in our industry that play it safe.
03:05Look for inspiration outside of your category.
03:08Don't work at Anderil was inspired by a Visit Oslo ad that was launched the year prior.
03:15Find inspiration outside of your category, lean in with conviction,
03:20and know that if you take a chance and if you fail, that's okay,
03:23because you're more likely to learn from that failure than you are from playing it safe.
Comments