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Process
Employee Perspective Campaign: Illuminating Interns
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Created Microsoft Forms asking key questions to highlight the unique experiences and life stories of interns in US and Canada
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Designed Linkedin campaign posts utilizing Lumentum's brand style guide to accentuate the vibrancy and "light" to correspond with the theme of the campaign, Illuminating Interns
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Copywrote captions for all campaign posts promoted on Lumentum's LinkedIn page
Recruitment Marketing Campaign
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Devised content copy and materials for Illuminating Intern spotlights that would out-link users toward Lumentum's Linkedin landing page
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Built the layout of Lumentum's Diversity, Inclusion, and Belonging subtab under "Life" on Linkedin
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Streamlined improvements toward the external website focusing on visual and verbal messaging with respect to Diversity, Inclusion, and Belonging
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Created lo-fidelity and hi-fidelity mock-ups of the external website to present to executive leaders
Linkedin Campaigns
Main channels used were Instagram, Linkedin, as well as Sharepoint for internal exposure to other employees to view and learn about our interns
For each intern, I asked them specific questions that would vary across the board focusing on career aspirations, why they chose to intern here, how their experiences have been on their specific teams, as well as a fun quirky question about what kitchen appliance they would like to be in order to give audiences a glance into their personalities.
For Lumentum's LinkedIn page, I analyzed different competitors and tech companies such as Salesforce, Microsoft, and Cisco to compare and contrast strengths and weaknesses that Lumentum could improve upon from a recruitment perspective. I saw that Diversity, Equity, Inclusion, & Belonging have been promoted by these companies; showing their statistics and the current state they are in order to hold themselves accountable. I created Lumentum's own Diversity, Inclusion, and Belonging (DIB) life page on Linkedin to showcase unique, diverse perspectives, backgrounds, and experiences of our employees and how we continue to further that growth.
Website Re-Designs
With regard to Lumentum's external website, I wanted to focus redesigns that would intrigue users to engage and interact with our content similar to competitors and other big tech companies.
First, I focused on Lumentum's Diversity, Inclusion, and Belonging website to design a low/high fidelity mock-up of the website involving more visuals and interactions with the content. I also ingrained more features and descriptions of Lumentum's current state with DIB.
First, I added new user experience flows with subtabs within the main page including About, Initiatives, ERGs, and Employee Perspectives. I focused on these four components due to the importance of showcasing all of Luemntum's main actions for DIB. Within each sub-tab, I built out the layout of what each would look like with the purpose of educating insights towards users.
DIB Home Page
DIB: Current Initatives
DIB: ERGs
DIB: Employee Perspectives
These are only the external works that I have created for Lumentum, but I have also developed their internal website using Sharepoint to improve user experiences for employees to view internal discussions and announcements made within the company.
Reflection
My time with Lumentum was definitely the first of many. In my position, I've learned a lot ranging from project management skills between multiple stakeholders and teams in charge of different content and materials on the website, as well as learning more about employee experiences and how multi-faceted it is when it comes to recruitment and marketing together. I really wished I had time to plan out my website designs more with professionals and gaining feedback from this would have been extremely beneficial toward the development of the website.
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