Special project for the HR-tech services of hh.ru

The "candidates" vying for the role of HR department assistant were: Dream Job (employer reputation management), Talantix (recruitment), HRlink (HR document workflow), Skillaz (employee onboarding and development), and "Moya Smena" (attracting self-employed workers).

Creative teams drafted actual resumes for each service—detailing their skills—and sent them to the HR directors of major companies. Outdoor advertising served as the cover letters: personalized banners and mobile digital billboards appeared near the offices of these potential "employers." hh.ru reached out to certain executives personally—such as Ksenia Valeryevna from Inventive Retail Group and Irina Sergeyevna from Rosgosstrakh. HR teams at T-Bank, Beeline, ALROSA, S7, and other brands also received these pitches.

The project combined outdoor advertising, digital formats, and direct communication with HR teams. The campaign was structured around the hiring process itself: capturing the employer's attention, showcasing experience, and explaining the business value.