NewFellows is Fellowmind's IT career-launch program, running for more than ten years: participants get a full-time contract from day one, no degree required, across ERP, Data & Analytics, and Integration Developer tracks. Since 2018, I've built the brand identity, logo, campaign creative, and shot and edited the video and photography myself.
IT talent is hard to find in a competitive market like Finland's, and Fellowmind needed a way to attract technical people without leaning on the usual list of required degrees and years of experience.
The hook across every year's campaign is that all kinds of experience matter, so the stories center on real career pivots: a cook who became a solution consultant, an e-sports player who became an AI lead. The Helsingin Sanomat front-page concept, a silhouette built from real participants' past and current job titles, was my own idea. The latest campaign pulled in over 1,000 applicants and more than a million views, still Finland-only for now, with the concept expanding to other Fellowmind regions next.
All experience is valued. We'll teach the systems.
From the NewFellows Marketing Manual, written to roll the campaign format out to the other Fellowmind regions, with detailed instructions for replicating it step by step, down to the website structure.
Every social format lives in one Photoshop template, landscape, square and story side by side, so the layouts stay consistent and new photos and copy drop straight in.
