HR strategy and campaign
We developed the HR strategy and built the campaign around its values: growth, stability, friendliness.
HR strategy · Avito · Samara
Avito's Samara office needed to attract people into customer service and moderation. We wove the message of "stability and growth" into a visual code that locals could read at first glance.
The client
Russia's largest classifieds service. The brief came from the Samara office — to hire people for customer service and moderation.
The work had to stay strictly within Avito's brand system — visible, but never stepping outside a big brand's guidelines.
The task
Attract candidates and show the value: stability, accessibility, clear career growth and a friendly environment.
And do it "the Samara way" — so the campaign reads as part of the city rather than a federal banner dropped in from elsewhere.
— Gallery
campcampaign
Samara
city
office
social
merch
campcampaign
Автобус
Сайт
«А вы тоже…» — навигация в офисе
Мерч: кепки
Корпоративный мерч: муфта для ног— ABD's role
Strategy, visual code and omnichannel delivery — from city objects to merch and content.
We developed the HR strategy and built the campaign around its values: growth, stability, friendliness.
We took the visual code of Samara's city routes — so career opportunities read natively, as part of the environment.
"Playing the long game" and "You too can…" — about growth, stability and a friendly team atmosphere.
Branded objects in office and city spaces — omnichannel delivery at real touchpoints.
Custom merch with inside jokes and branded leg warmers; contextual posts in the audience's hangouts — bars and cafés.
We refreshed the visual style and the way headlines are delivered; situational office formats that show the brand's values within the team culture.
— Result
The campaign spoke to candidates in Samara's own language — natively, within Avito's brand system and across several touchpoints at once: city, office, social media.
— Next step · Free consultation
→ Book a slot · Telegram · MAX · Email — whatever's easiest
Telegram@stepan_abd MAXStepan Emailadbydad.agency@gmail.comA short first call — no decks, no fluff. We'll look at your site, social media or packaging, talk through the task and suggest where to start. No obligations on either side.
