About the campaign
DSM is a global science company whose purpose is to create brighter lives for all. It wanted candidates to be able to understand the business and their prospective role in it from their very first encounter.
It launched a new careers website, incorporating the My DSM Personality quiz to help candidates find their fit. Users slide, twist, select and toggle their way through questions while haptic sounds and responsive animations guide them through. At the end, they are served up their ‘DSM personality’ in the form of a bespoke, branded, augmented reality filter. They can download their results and are directed to their dream career based on the outcome.
DSM developed a new candidate pack to send out, with simplified team descriptions, a ‘culture compass’ and another short quiz. An overview of all the personality types is provided, along with user-generated videos of DSM employees and even playlists of their favourite songs. The pack also includes interview hints and tips to help candidates prepare. The new approach led to a significant increase in applications from high-calibre candidates.