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The Challenge
Headquartered in Japan, Daikin Global is the world’s largest manufacturer of air conditioners, producing heating, ventilation, air conditioning and refrigeration (HVACR) equipment, refrigerants and other chemicals, and oil hydraulic products. The company’s American operations – focused on advanced commercial and industrial HVAC systems – are based in Minneapolis, and known as Daikin Applied.

Daikin Applied approached Linnihan Foy with a need to boost their recruiting efforts.

The Actions
Working with Linnihan Foy, Daikin Applied identified two specific targets for recruitment campaigns: recent graduates and former military personnel. Linnihan Foy researched and developed outreach messages and materials for both these demographics, bolstering existing creative and filtering communications to reflect Daikin Global’s established brand identity and values.

The Results
Daikin Applied rolled out the new materials and messaging at job fairs conducted locally to attract and retain top talent from the Minnesota communities where its facilities are located. The outreach and creative represented a new way to reach ideal potential employees with messages relevant to them and in line with the parent company’s brand identity, values, and commitment to people.