Tesoro Corporation

Tesoro Corporation Case Study
San Antonio, TX – Headquarters

Problems:
• Needed a better way to market and sell Tesoro to college students and graduates so they would want internships and jobs at Tesoro
• Extremely high levels of competition in hiring, most of the competitors are doing the same thing, much of which was mundane
• Graphics were plain, uninspiring and dated 20+ years with no appeal to the target
• Messages were cluttered and lacked consistency as well as were overwhelmingly longwinded
• The corporate website was plain, stale and lacked differentiation regarding its careers section

Solutions:
• Designed a campaign with the following elements:
– Tradeshow booth, pull-up banners, t-shirts, on-campus posters, iPod music with iPod giveaway, speaker system, LCD screen/DVD presentation
-Web landing page with 5 page website, constant contact e-mail system, tracking system for interested people, domain addresses for tracking. www.tsocareers.com
-Brochures, What To Do Next cards
-USB flash drives
-Research on Generation Y
-Focus groups
-Hands-on in booth at a career fair
o Interviewing universities, students and competitive analysis

Current:
Tesoro recruiting ended up being one of the top visited booths at career fairs in 2007 and 2008 where competition ranged from 30 to 145 companies. Tesoro saw a 400% increase in the applications, inquires and attendance to information sessions.

Contact:
Don Young, Director of Talent Acquisitions
(210) 828-8484

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“Salesby5’s expertise in branding has transformed our College Recruiting program into one that is top-notch in the industry.”

Mark O’Conner
Tesoro Corporation