This work began with a research phase to gather perspectives from nearly 3,000 employees, candidates, and alumni through various research sources, including social listening data, netnography, and external research to understand what attracted candidates to Dropbox and what retained employees over time.

Through this process, we got to the heart of what differentiated Dropbox from its competitors: It’s a “Goldilocks-sized” company with a mission-driven culture of autonomy, flexibility, and diversity. With these insights, we drafted the Employee Value Proposition (EVP) and five messaging pillars to unite Dropboxers under a core belief and create a strong messaging foundation.

To build out campaigns and integrate insights, we worked as an extension of Dropbox’s team. An active Slack channel allowed us to interface with multiple teams to continuously discuss industry insights, ideate, and iterate. This constant collaboration allowed us to create even stronger campaigns that put Dropbox’s people—and beliefs—in the spotlight.

To generate a sense of excitement for engineer candidates, we highlighted the real story of what Dropbox does. It’s not just a place where engineers work on a file-sharing platform; it’s a place where they can turn their ideas into reality, make an impact, and build future-focused products that help people around the world. The result was a recruiting piece that was more than a message; it was a true invitation to join this exciting work. Although we initially deployed single campaigns, early success for the Build the Future campaign inspired Dropbox to scale the concept into a year-long campaign to support their overarching recruitment strategy.

To offer an honest and authentic look at #LifeInsideDropbox, we created the Getting to Dropbox series of live-action videos, which followed employees around the world on their daily commutes in Austin, Paris, and San Francisco. By giving the audience a first-hand look at life behind the company’s walls, the series humanized Dropbox and inspired viewers to become a part of that brand story.

We also supported Dropbox’s Business and Talent Brand teams with event branding, presentation decks, ads, video, and assets to promote key events—including a security webinar to engage IT decision-makers and general decision-makers, a live panel on culture, and a webinar targeting state and local government.

Working as an extension of the talent brand team, we built a truly unified Dropbox Talent Brand, delivering campaigns and experiences that significantly moved the needle.