"IBM "Why work?" campaign: Designing the way a company recruits. As Gerstner's vision took hold, and IBM began to grow and rebound, it became vital to recruit new talent. SY[P] worked with the Human Resources organization to design an entirely new recruiting experience—taking IBM from ivory tower to the streets. At every step in the experience, candidates were asked to think about what mattered most to them in work: An ability to make a difference? Smart colleagues? Technological innovation? Creating an enduring legacy? In figuring out their responses, candidates built their own understanding of IBM, and why it's a great place to work. After SY[P]'s designing efforts, the company's candidate-commitment rate—the number of candidates who accept offers—increased significantly. Pictured here, materials for recruiting fairs (they proved so popular, IBMers inside the company posted them in their offices and even took them home)."