Employer Branding

Sierra Nevada Corporation

Creating a career site that activates talent and amplifies the brand

Sierra Nevada Corporation (SNC) has solved complex aerospace, defense and security challenges for nearly 60 years.

Despite being a trusted innovator, SNC wasn’t attracting (and retaining) top talent. Their career page didn’t reflect their intrepid thinking, depth of capabilities and vibrant culture. They enlisted Ingenuity to reimagine this destination—and ultimately, help reinvigorate their employer brand.

Desktop view of SNC Careers landing page.

The brief included insights from an audit of the SNC employee experience and competitive landscape. We identified key users and created personas accordingly. Understanding each segment’s career challenges, behaviors and goals would inform our content strategy and enable us to craft a more bespoke user experience.

Magazine layout of SNC Brand guidelines depicting voice and tone.

Additionally, we assessed SNC’s current career page through every lens—content, design, voice and message hierarchy, SEO health, analytics and accessibility.

We recommended: a new microsite to prioritize employee storytelling and meet the talent where they are in their career journey; pages for each of SNC’s business areas to highlight and distinguish their work while arming candidates with essential information; and a clean, modern design, incorporating more white space and brand colors to evoke optimism and innovation.

Mobile view of a SNC Career site.
Photo grid of SNC Employees taken during an Ingenuity-directed photoshoot.

SNC was fully onboard. Ingenuity conducted a photo shoot, capturing employees in active moments, which provided SNC with an ownable image library. We wrote all new copy rooted in strategic insights, candidate needs and employee engagement opportunities.

Before the transformation, SNC’s career page had been the fourth most visited page on their site. After, it climbed to number two. SNC engaged Ingenuity to create additional assets and templates to communicate the renewed employer brand across more touchpoints. And in the biggest nod to the power of results, they engaged us to redesign their corporate website.