To recruit promising Millennial job candidates to join its ranks, Riverstone Residential Group decided to tap into the energy its existing employees already displayed.

So when it launched “Riverstone Citizenship: Passion Required,” the team focused on bringing in the best and brightest new graduates by infusing the marketing campaign’s materials with bright colors and vibrant images of people alive with enthusiasm.

The company started by taking an intricate look at market research and found that Millennials are interested in working for a company that shares the same values. So the team decided to brand the campaign to emphasize themes of importance to the company, such as collaboration, growth, reach, vibrancy, and a people-first mentality.

The campaign has reached over 2,400 students at more than 60 college fairs while igniting a spark through online social media and recruitment tools such as Facebook, YouTube, and Glassdoor.

The aggressive recruitment approach has also bolstered Riverstone’s summer internship program by 150 percent.