New billboard invites area talent to invest career at Duke
A Sign of the Times
New billboard invites area talent to invest career at Duke
This week, a not-so-subtle sign suggested a new approach to recruiting talent to Duke.
A new billboard on Highway 147 North near the Briggs Avenue exit in downtown Durham features the message: “Be you. Be bold. Choose Duke.”
The sign reflects a new employer brand message designed to reflect Duke’s new strategic vision and attract top talent needed to achieve it. The billboard, which will run for eight weeks, includes the web address for a newly redesigned Duke Careers website.
“Duke has long been known as a great place to work,” said Antwan Lofton, Vice President for Duke Human Resources. “In recent years, we’ve seen the market for talent become more competitive with a number of national employers moving into in our area, so it’s important we distinguish what makes Duke such a special place, a place where people want to invest in themselves and their careers.”
Paul Grantham, Assistant Vice President for Work Culture and Communication Services, said the goal of the new campaign is to reflect Duke’s values as a community and embrace the university’s strategic vision, which seeks to empower the boldest thinkers.
“The message is an invitation to work at a place where you can be your whole self – where you don’t have to check part of your identity at the door,” he said. “We value diversity of people and perspectives and understand that inclusion and innovation are inextricably linked. That is and always will be Duke’s strength. The message is also a call to be part of an institution where our people are the difference in meeting the challenges of today.”
A toolkit of templates and graphic files has been created to encourage others to promote and reenforce the brand messaging. The toolkit includes brand guidelines to ensure consistent use of the materials for internal and external audiences.
