// Fortune 500 / Ogilvy
At Ogilvy, I worked on Cummins' employer brand, writing recruitment posters and internal campaign materials for a Fortune 500 power technology company with 73,000 employees worldwide.
The Challenge
Cummins is a global power technology leader with operations spanning engines, filtration, and power generation. The employer branding challenge was translating the scale and ambition of a Fortune 500 company into recruitment messaging that felt personal and aspirational. The materials needed to speak to potential hires across a range of roles and locations while maintaining consistency with the broader Cummins brand.
My Role
I wrote recruitment posters and internal campaign materials as part of the Ogilvy team. The work focused on employer branding copy that communicated Cummins' mission, scale, and culture across large-format and internal-facing channels.
Placements
The campaign used large-format OOH placements in spaces where prospective employees would encounter them: bus stops, airports, and worksite-adjacent locations.
The Work
The messaging played on Cummins' core brand promise of reliability ("Always On") and scale ("Powering the World") while connecting those corporate themes to individual career opportunity. A sustainability thread ran through the work, reflecting Cummins' investment in clean energy and positioning the company as a place for people who want their work to matter.
Recruitment poster series across sustainability and career themes
Impact
Employer brand deployed across bus stops, airports, and worksites
Corporate brand messaging translated into recruitment channels
Fortune 500 employer branding produced at Ogilvy