ScotiaTech went from a tech hub the market barely recognized to the leading employer brand for tech talent in Colombia, recognized and chosen among more than 320 companies competing for the same group of professionals.
ScotiaTech went from a tech hub the market barely recognized to the leading employer brand for tech talent in Colombia, recognized and chosen among more than 320 companies competing for the same group of professionals.
ScotiaTech went from a tech hub the market barely recognized to the leading employer brand for tech talent in Colombia, recognized and chosen among more than 320 companies competing for the same group of professionals.
The results
We designed a value proposition relevant to the audience and aligned with ScotiaTech's internal capabilities, using design thinking from start to finish. We researched the Colombian labor market and the aspirations of the country's tech profiles in depth, then defined communication guidelines, prioritized audiences, and built an action plan around their real interests.
Starting from ScotiaTech's values, communication pillars, and expectations, we built a brand universe that gave identity to the "Scotiatechers": a brandbook, illustrations, characters, symbols, copy, and merchandise, all designed to reinforce both the hub's communication and marketing strategy.
That universe came to life through a narrative consistent with what defines ScotiaTech: a culturally diverse team with an innovative mindset. We defined powerful messages and explored different types of content, channels, frequencies, and formats, always guided by the target audience and the corporate identity behind them.
Internally, graphic and audiovisual content reinforced ScotiaTech's values and strengthened its own team's sense of belonging. Externally, it gave visibility to the culture inside the hub and the benefits of being part of it, building the social proof talent looks for before applying.
Public relations extended that reach beyond social channels. We built long-term relationships with universities, tech labs, industry associations, and employment centers. One of them, with Ruta N in Medellín, gave rise to Aula ScotiaTech, a space where 30 young people trained in cybersecurity.
We designed a value proposition relevant to the audience and aligned with ScotiaTech's internal capabilities, using design thinking from start to finish. We researched the Colombian labor market and the aspirations of the country's tech profiles in depth, then defined communication guidelines, prioritized audiences, and built an action plan around their real interests.
Starting from ScotiaTech's values, communication pillars, and expectations, we built a brand universe that gave identity to the "Scotiatechers": a brandbook, illustrations, characters, symbols, copy, and merchandise, all designed to reinforce both the hub's communication and marketing strategy.
The results
The results
39,000+ followers across LinkedIn and Facebook
450+ graphic pieces designed for distinct strategic purposes
30+ videos produced, with over 100,000 views
35% increase in recruitment
60% improvement in candidate pool quality and volume
250% organic LinkedIn growth, from 16,000 to 57,000 followers
150% jump in social media engagement
39,000+ followers across LinkedIn and Facebook
450+ graphic pieces designed for distinct strategic purposes
30+ videos produced, with over 100,000 views
35% increase in recruitment
60% improvement in candidate pool quality and volume
250% organic LinkedIn growth, from 16,000 to 57,000 followers
150% jump in social media engagement
The solution
The solution
The solution
That universe came to life through a narrative consistent with what defines ScotiaTech: a culturally diverse team with an innovative mindset. We defined powerful messages and explored different types of content, channels, frequencies, and formats, always guided by the target audience and the corporate identity behind them.
Internally, that content reinforced ScotiaTech's values and its team's sense of belonging. Externally, it gave visibility to the hub's culture and the benefits of being part of it, building the social proof talent looks for before applying.
Public relations extended that reach beyond social channels. We built long-term relationships with universities, tech labs, industry associations, and employment centers.
We built a value proposition rooted in research: the Colombian labor market, and the aspirations of the country's tech profiles. From there, we prioritized audiences and defined an action plan around their actual interests.
That research became a brand universe that gave identity to the "Scotiatechers": a brandbook, illustrations, characters, symbols, copy, and merchandise, all built on ScotiaTech's values and communication pillars.
The narrative that carried it stayed true to what defines ScotiaTech, a culturally diverse team with an innovative mindset, translated into powerful messages across the channels and formats that reached its audience.
Internally, that content reinforced ScotiaTech's values and its team's sense of belonging. Externally, it gave visibility to the hub's culture and the benefits of being part of it, building the social proof talent looks for before applying.
Public relations extended that reach beyond social channels. We built long-term relationships with universities, tech labs, industry associations, and employment centers.
39,000+ followers across LinkedIn and Facebook
450+ graphic pieces designed for distinct strategic purposes
30+ videos produced, with over 100,000 views
35% increase in recruitment
60% improvement in candidate pool quality and volume
250% organic LinkedIn growth, from 16,000 to 57,000 followers
150% jump in social media engagement
Tech talent researches a company thoroughly before ever applying, and ScotiaTech was no exception.
That's where we saw the real opportunity: understand the aspirations, motivations, and needs of young tech talent in Colombia in depth, and use that understanding to build a value proposition strong enough to move them to choose ScotiaTech as an employer.
The opportunity
The opportunity
The challenge
Tech talent researches a company thoroughly before ever applying, and ScotiaTech was no exception.
That's where we saw the real opportunity: understand the aspirations, motivations, and needs of young tech talent in Colombia in depth, and use that understanding to build a value proposition strong enough to move them to choose ScotiaTech as an employer.
SERVICES
Communication strategy
Branding
Content strategy
Content creation
Public relations
Paid media
The opportunity
By 2021, the war for tech talent had gone global. Companies everywhere were competing for the same limited pool of engineers, and Colombia was no exception.
Scotiabank, a Canadian bank with nearly 200 years of history, had built ScotiaTech as its global technology hub in Colombia back in 2018, to accelerate the bank's digital transformation. It now had to compete in a market where more than 320 tech companies had recently set up shop, all chasing the same shrinking pool of professionals.
Attracting talent had never been harder, right when the bank needed it most.
Tech talent researches a company thoroughly before ever applying, and ScotiaTech was no exception.
That's where we saw the real opportunity: understand the aspirations, motivations, and needs of young tech talent in Colombia in depth, and use that understanding to build a value proposition strong enough to move them to choose ScotiaTech as an employer.
By 2021, the war for tech talent had gone global. Companies everywhere were competing for the same limited pool of engineers, and Colombia was no exception.
Scotiabank, a Canadian bank with nearly 200 years of history, had built ScotiaTech as its global technology hub in Colombia back in 2018, to accelerate the bank's digital transformation. It now had to compete in a market where more than 320 tech companies had recently set up shop, all chasing the same shrinking pool of professionals.
Attracting talent had never been harder, right when the bank needed it most.
By 2021, the war for tech talent had gone global. Companies everywhere were competing for the same limited pool of engineers, and Colombia was no exception.
Scotiabank, a Canadian bank with nearly 200 years of history, had built ScotiaTech as its global technology hub in Colombia back in 2018, to accelerate the bank's digital transformation. It now had to compete in a market where more than 320 tech companies had recently set up shop, all chasing the same shrinking pool of professionals.
Attracting talent had never been harder, right when the bank needed it most.
The challenge
The challenge
The employer brand became a competitive advantage.
The employer brand became a competitive advantage.
Scotiabank