KYSON DANA
Brand
Project
SolarCity REcruiting Website
Summary
I helped SolarCity recruit new solar installers through a new recruiting website, photography, and video content.
Responsibilities
Art Direction
Photography
Web Design
Storytelling

The challenge of recruiting thousands of new employees per month

In the spring of 2015 SolarCity had the daunting need of recruiting over 1000 solar panel installers per month in order to keep up with their growth and expansion rates throughout the country. The company was struggling to meet this quota and was often loosing potential candidates to competing solar companies. After talking with Tanguy Serra, the Director of Operations for SolarCity, I put some thought into what design could do to help with this problem.

TALKING WITH NEW RECRUITS IN NEW YORK

We kicked off the project by going to New York. Garth and I traveled throughout the state meeting with solar installer and taking pictures of them at work. Our goal here was to gather content and imagery for the website but also to really try and get into the minds of our target audience. We wanted to learn what they cared about, why they chose to work for SolarCity, what motivates them to get out there and work even when it's possibly freezing cold outside. We chose to go to New York because SolarCity was opening up a lot of new offices back East and were struggling to recruit talent there. We wanted to make sure this site initially really catered to them and spoke perfectly to what they would want to hear. I took pictures and Garth shot video (and yes, we froze the entire time).

Mapping out the user experience

After we came back from our trip we reviewed some of our notes and experiences. In an effort to make sure I wasn’t designing something that merely looked cool but failed at working well, I built the entire design around several user stories, which we had gathered while in the field.

1. Jim is a construction worker but is considering making a job change. His friend works for SolarCity so he goes to their website to learn more about the benefits of working at SolarCity and to see if any positions are available.

2. Adam works for SolarCity already and he wants to easily let others know about the great work environment and culture he experiences. He goes to the website looking for great content to share that really captures what its like to be an installer.

3. Tyler hasn’t ever heard of SolarCity but he’s being recruited to go work for another solar power company. Before he commits he begins googling to see what other companies are in his area and he stumbles across SolarCity.I started off with sticky notes, mapping out the user flows, and then on to quickly sketching out ideas. Since I had already shown a concept to the executive team, I was slightly constrained in going with a similar approach to what they already saw and agreed upon.

After wireframes and grey-boxing I went about defining the visual style of the homepage so that it could carry across to the other pages. The website is intended to look visually different than the consumer facing site of SolarCity.com because it is targeting a different audience than that of SolarCity’s main demographic. The visual difference was a challenge that we had a lot of discussion around because we wanted the site to speak to a different audience, yet still feel like it lived within the SolarCity ecosystem.

CRAFTING A PREMIUM FEELING PRODUCT

Hyping professional athletes has become expected among brands so instead, we focused on authentic regional skateboarding through camaraderie, imagination, and fun. This campaign captured the everyday moments of skateboarding — the rawness of the street, the bold emotions of the skaters, and the personalities that inspire creativity and prompt the unexpected.

This campaign captured the everyday moments of skateboarding — the rawness of the street, the bold emotions of the skaters, and the personalities that inspire creativity and prompt the unexpected.

Emphasizing the Impact of the Organization

There are countless construction companies out there who are building amazing things but there are very few companies that are having the kind of impact that SolarCity has. We intentionally focused a lot of the imagery and text on communicating that impact. We want the viewer to get the sense that this isn't just a "another job" but a mission and cause worth fighting for.

SolarCity also runs a non-profit foundation called GivePower that provides power to schools in developing countries. For ever 100 Mw of solar power installed in the US, SolarCity installs power on a school in need. We felt it important to showcase that on the website and to leverage it as a tool for recruiting.

Clarifying the Job Search

One of the main user pain points was that the job search itself was cluttered, difficult to search, and unhelpful in aiding the user solve the problem he/she faced. I changed that by making the job titles easily readable and the jobs could be sorted by location, type, and date posted. Users could also search by entering their zip code.

Making the Employee the Hero

Rather than boasting about how great the company is and about all of the many wonderful things it is accomplishing, we felt like it was really important to focus in on the individual and showcase him/her for their great work. We used images and videos to elevate the role of a construction-working solar panel installer to that of a planet-saving, world-changing hero.

Credits

Design
Kyson Dana
Garth Pratt
Video
Garth Pratt
Photography
Kyson Dana
Garth Pratt