Saab

How can SAAB attract talent that shares their DNA?

As a Swedish aerospace company, SAAB prides itself on putting innovation first. Yet when compared to big tech companies, it can lack a perceived innovative edge that attracts top talent. So instead of talking about how innovative SAAB is, we showed it, by using artificial intelligence to paint a portrait of its next candidate. Using machine learning, we trained an algorithm to reverse-engineer the face of a future hire based on the qualities they should exhibit. The result was a series of realistic composite portraits that imagined the face of SAAB’s future.

Those portraits became the visual system for an employee engagement campaign across print, digital out-of-home, and live events. The result was a 12% increase in applications from younger and more diverse candidates, proof that how a company presents itself shapes who sees themselves in it.