Affirm is one of the global leaders in the buy now pay later market. The fintech–unicorn serves 17 million customers in the United States, generates $1.6 billion in annual revenue, and employs over 2,000 people.
The company decided to transfer all product development to Poland and opened its office in Warsaw. We were asked to to launch employer branding activities to recruit 100 experienced developers (mid/senior) specializing in Python, Machine Learning and AI.
In 2021, software developers were the most sought-after employees. Companies were outdoing in offering better and better working conditions, and IT professionals had multiple job offers to choose from. Recruiting more than 100 programmers was a difficult task requiring a strategic approach.
What we have done?
We developed and implemented a comprehensive employer branding process from the ground up. It assigned specific communication objectives to the appropriate channels and stages of the project.
The course of the campaign
Stage I – Media publicity & performance campaigns
We built brand recognition and credibility through media relations activities: publication of articles and interviews in Poland’s largest and industry media outlets, participation of Affirm employees in IT-themed podcasts, collaboration and partnerships with job boards, and performance campaigns.
Stage II – Affirm Roadshow
The next step in the implementation of the strategy was the Affirm Roadshow – the brand’s presence at key IT conferences in Poland. We were responsible for the end-to-end implementation of this activity – the design and production of conferencers’ stands, promotional gadgets and the content presented during the events. In addition, during this stage of the project, we ran performance campaigns focused on generating recruitment leads.
Stage III – Community building
We organized our own events – Affirm Tech Meetups. Through performance campaigns and partnerships with local IT communities, we targeted precisely the software developers with the profile we were looking for. As a result, we were able to create a loyal community and talent pool, enabling efficient recruitment.
2 000 000
recruit contacts at events
software developers hired
I highly recommend Ro Agency as a professional and results-driven marketing and public relations company. Their creativity, attention to detail, and deep industry understanding make them a valuable asset for any organization seeking impactful marketing initiatives.