Get Savage news, trends and information.

Sign Up Now



Recruiting through digital marketing is all about innovation

Posted on Categories BrandonomicsTags

How does digital marketing recruit great talent? It’s all about innovation. Joel Tarver, senior manager of digital marketing for Baker Hughes talks about their recruitment story.

Robin: Hello, and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, VP of strategy at Savage Brands, and my guest today is Joel Tarver, senior manager of digital marketing at Baker Hughes. So, Joel, welcome back to Brandonomics.

Joel: Thanks for having me. Great to be here.

Robin: Well, I love the fact that we get to talk today about digital marketing. But really, bigger than that, it’s about the energy industry. So this industry goes through up and down hiring cycles all the time. We know that; we’ve been through it. But one thing that doesn’t change is the need to recruit the best talent, and really engage them with the company. So how do you see kind of your role in digital marketing in helping to support that?

Joel: Well, an advantage that we have is we’re an innovation company. We’re actually a technology company that specializes in oilfield services, and a lot of people say, “we’re innovation, innovation is in our DNA,” but ours literally is. We have, you know, Howard Hughes Jr. in our lineage. Essentially the Steve Jobs of his time, and his father actually had the patent on the two cone rollers. So it’s something that’s fascinating, particularly about being in Houston as well, because that’s where this company started.

So we have a lot of pride that’s around that too, and I think it’s a message that doesn’t often get out there. People think, okay, that’s oil and gas, but it’s terrifically technological. You know, NASA puts rockets in space, and we essentially put them in the ground. I mean, we have these tools that come together that are almost like the Avengers, a superhero team. You know, we’ve got a gamma tool. We got those doing MRIs. We’ve got a bunch of stuff on there, and it’s something to really get excited about, but I think most people don’t think about.

Robin: Yes, what’s very cool about that is you’re essentially kind of taking all these ideas, and representing them all through theses digital pieces that you’re putting together, which is a lot. It takes a lot of expertise and energy. How are you accomplishing that?

Joel: Well, what we want to look at is getting the right amount of talent in here, and finding those that are used to using that medium, and also we start with a message. So we still are very grounded in what was traditional, but then we look at these other methods to distribute the message, if it be social media, if it be through animations, interactive motion graphics, or mobile.

Robin: Well, you even mentioned you’ve been hiring some actual gaming developers on your team as well.

Joel: Yes, we actively recruit gaming talent. We look at that not just the engineering side of it as software development. We’re looking at the creatives too. We’re looking at the 3D modelers. We’re looking at the technical artist, and we’re looking at even the concept artists.

Robin: That’s really amazing. Thank you for sharing that. This has been another edition of Brandonomics, an inside of look at top brands and their marketing strategies.


A top-tier oilfield service company with a century-long track record, Baker Hughes delivers solutions that help oil and gas operators make the most of their reservoirs. Baker Hughes Incorporated (NYSE: BHI) provides reliable, practical solutions when and where our customers need them to lower costs, reduce risk and improve productivity.

Icon Purpose Red

If you’re interested in knowing more about how purposeful companies attract the best employees, build loyal relationships with their customers, and differentiate themselves from their competition, then let’s start a conversation.