Making NetApp impossible to ignore

NetApp turns data into opportunity. As a leader in intelligent data infrastructure, they help customers get the most out of their data – across AI, hybrid multi-cloud and everything in between.

The business is evolving, entering a new chapter of growth. To support that, NetApp needed to attract exceptional people who share the same drive and mindset. The challenge was that the talent market wasn't seeing them clearly. That’s where we came in…

Capture their culture

NetApp's culture is built on ownership, high achievement and innovation – a collaborative environment where people are empowered to own their careers and go beyond. But their talent story and candidate experience weren’t bringing that to life.

The previous recruitment materials felt generic, the visuals lacked energy, and the messaging didn't translate well across regions. As a result, despite real strength inside the business, NetApp remained largely invisible in a crowded talent market and strong candidates were choosing employers with a clearer story to tell.

Make the difference undeniable

NetApp asked us to help them attract multifaceted, high-performing people – with a focus on Sales and Engineering professionals.Not by listing perks but by showing personality.

We set out to:

• Build messaging that’s ambitious, optimistic and true everywhere.
• Compete on culture and character, not benefits and policies.
• Give recruiters the words and tools to spark curiosity, in every region.
• Connect the energy inside NetApp to the story outside it — so "why NetApp, why now?" answers itself.

Listen first

We began by listening – to the market, employees, and leadership. Competitive analysis and stakeholder interviews confirmed the gap – a brand with real substance behind it, but little cut-through with the people NetApp most wanted to reach.

Since great communication doesn’t just inform but creates emotional connection, we built our strategy around NetApp’s mindset and through the lens of each key talent audience. From there, we developed and tested creative concepts across sample audiences and global markets, ensuring the messages and visuals resonated across regions and cultures while staying true to the distinct employer voice we were shaping for NetApp.

Connect the journey

The result was a thoughtful, end-to-end refresh of NetApp’s talent attraction toolkit:

• A messaging framework built around two globally resonant, ambitious, and optimistic campaign themes: Own Every Moment and Greatness is created when no one is watching.‍
• 24 social ads tailored to regional audiences and translated for key markets.
• A refreshed careers web experience, including wireframes, content, and design for their Sales and Engineering landing pages designed to carry candidates seamlessly from social post to application.
• Refined job descriptions aligned with the new brand voice.
• An internal rollout strategy connecting leaders, recruiters, HR business partners, and employees to the message and proof points, and empowering them to get involved and amplify the campaign.

Align around the story

Early reactions from internal teams have been overwhelmingly positive. Leaders are energized by a message that finally captures who NetApp is and where it’s headed, and employees see their daily efforts reflected in a culture that celebrates ownership, curiosity, and relentless creativity.

This work didn’t just produce a campaign; it created a shared language and vision expected to inspire action and engagement across the company for years to come.

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