ROB KILLEEN

CENTURYLINK

"THE HUMAN FACE OF TECHNOLOGY"

NATIONAL RECRUITMENT

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When CenturyLink approached us, all they really knew was that they wanted to focus more on their recruitment. Their biggest problem was to try and seem more human. They're a huge company, so most people view them as a corporate giant. In reality, their HQ is in Monroe, Louisiana, and they maintain those small town values. Their brand perception was in a weird place.

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Originally, they wanted to use their history to make them more relatable. I told them that wasn't going to work, that we had to focus on the people that make up CenturyLink. It's important to love what you do, but you have to love where you do it. You have to love the culture, and it's people who create the culture.

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