BSL Helps QNX Recruit Ottawa’s Hottest Talent

Responsible for developing the world’s leading real-time operating system technologies, QNX Software Systems harvests the most talented technical and business teams in the embedded software industry. Those who are lucky (and skilled) enough to join the QNX team are awarded a career that has them pushing the boundaries of innovation, and developing solutions that truly make a difference in the world, all over the world. QNX approached BSL to design and develop a recruitment campaign that would:

  • generate buzz around the exciting possibilities of a career at QNX.
  • acquire 200 high-quality software developers over a six-month period.

Our approach to the campaign theme was to acknowledge the ol’ “been there/done that” many developers are faced with when looking for a new job. Software development positions can be dry and uninspiring – but a job at QNX offers more. It offers excitement and impact. Nowhere else in Ottawa is a developer able to work on systems for brands like Blackberry, Corvette or NASA.

Campaign elements included print (Ottawa Citizen, Metro, OBJ, 24Hours) and outdoor media (king bus boards and vinyl headliners) as well as on-campus advertising (backlit signs, large banners and floor decals at Algonquin College, Carleton University and University of Ottawa). Elements also included larger-than-life video projections displayed on walls in high traffic areas in the Byward Market during Winterlude 2011. These projections were featured in May at FITC, a Design and Technology Conference held in Toronto.

The number of qualified applicants has tripled since campaign launch, which also translates to a three-fold increase in the number of subsequent interviews and hires. During the campaign’s peak advertising spurt, visits to the QNX Careers page doubled – averaging approximately 2500 to 3000 visits per week, with one week reaching 3500 visits.



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