Apple Careers
Role: Executive Creative Director
Agency: Critical Mass
Creating a careers site that represents the unique and personal experience of what it’s really like to work at Apple.
For Apple, the mystique of the company can create a barrier in people seeing themselves working there. Our goal was to help applicants understand Apple’s values while showing how they can fulfill their own purpose through vibrant employee stories. As Executive Creative Director, I led the design, UX and content story arc of the site with the creative team and internal clients. What started as a jobs site became an evergreen creative platform to showcase the human stories of Apple.
A place for every kind of brilliant.
Through extensive research and interviews we identified key mindsets of applicants that informed narrative user paths for the site. “Life at Apple” provided a deeper understanding of the passion, the people and the impact their employees have. “Work at Apple” showcased the powerful projects employees were a part of and tangible aspects and realities of being part of a team at Apple.
Changing the narrative.
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From all about Apple, to all about people.
Re-thinking the structure the site to reflect the different mindsets candidates have in looking for a role at Apple.
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From searching for a job to a finding a career.
Elevating the narrative above just a “job search” to help candidates understand how Apple value career growth and potential.
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From hidden content to heroed stories.
Surfacing unique stories and messages from real employees that demonstrate and convey Apple’s values.
