Micron | Turning the Tide on Taiwan’s Tech Talent Shortage

With Taiwan experiencing an increasingly competitive technology talent market, Micron Technology partnered with Golin Taipei to create a digital campaign that would break through tired recruitment models of old, to create differentiated content that captured new potential Gen Z hires. Carefully researching and screening audience profiles and platforms of key opinion leaders, we created 'firsts' not only for Micron but our market's industry itself. We collaborated with the most famous illustrators for engaging comic posts, talked salaries with university students on campus, and held pop-up events with well-known YouTubers. The resulting web traffic to Micron's recruitment page was unprecedented, and an essential contributor to Micron's ability to exceed its annual recruiting goal. The campaign was awarded at the SABRE Awards Asia Pacific 2022 for Employer Branding.