Garrett Motion

Client

Garrett Motion is a global technology leader with a 70-year legacy of pioneering advanced automotive solutions. Originally rooted in aerospace-derived expertise, the company has evolved into a primary architect of modern engine-boosting technologies. Today, Garrett is synonymous with high-performance turbocharging and is a key driver in the automotive industry’s transition toward electrification and sustainable mobility.

Process

To attract elite automotive talent, this marketing campaign shifts the narrative from traditional manufacturing to high-impact "mobility robotics" to capture the interest of engineers driven by complex, future-facing challenges. By prioritizing technical transparency and peer-to-peer storytelling, the strategy elevates the employer brand within niche developer communities where passive, top-tier candidates reside. Ultimately, the goal is to optimize the candidate experience, moving beyond applicant volume to secure the specialized innovators who will define the next era of software-defined vehicles.

Garrett campus recruitment poster featuring engineering careers, a photo of a young engineer, a turbocharger, a race car, and the Garrett logo.
A promotional graphic for Garrett featuring a red office chair with the text "Take Your Seat." In the background, there are black and white images of a woman using a smartphone, a vintage car, a woman working on an engine, and a racing scene, along w
A recruitment poster for Garrett, featuring engineers working on technical projects and race cars, with Chinese text and a red upward arrow indicating growth. The poster emphasizes accelerating advancement and career growth.
Two professionals in an office, one man presenting sticky notes on a glass wall, woman holding a tablet, with text overlaid that says "Enable the future of motion" and branding for Garrett.
A group of young professionals observing a digital interface of a connected vehicle with icons representing technology features such as Wi-Fi, security, and settings. The background includes technical drawings and a promotional message about creating
A man working on an automotive component in a manufacturing facility, with machinery and equipment around. The image is overlaid with design elements and the text 'BUILD YOUR FUTURE' and 'Garrett'.

Results

This campaign successfully pivoted to an engineer-first strategy, which significantly increased the caliber of senior applicants and streamlined the hiring process. The organization established itself as a key participant in specialized technical communities, substantially elevating its social presence and becoming a preferred destination for passive candidates. Nevertheless, the team was required to overcome the persistent challenge of the company being viewed as outdated and slow, while simultaneously competing with the significant compensation and flexible work arrangements provided by major technology firms.

Strategy

  • Research

  • Competitive Analysis

Brand Development

  • Print advertising

  • Web banners

Partners