For more than 40 years, Callaway Golf has been a provider of premium golf clubs, balls, performance gear and accessories. Though they were viewed as a golf company, they needed tech-focused talent that could work on everything from engineering to logistics. In addition, several acquisitions, as well as the distribution of the workforce during the pandemic, had begun to challenge the corporate culture.
With 150 open positions, Callaway needed to quickly fill roles across a breadth of disciplines. Past approaches to recruitment marketing had lost efficacy. Company culture had lost some potency as the workforce had become more distributed in response to the pandemic. In addition, the game’s rich heritage is also one of its biggest challenges, especially when it comes to talent diversity and belonging. Despite Callaway’s modernity, the brand found it difficult to distance itself from the stodgy and exclusive image of the sport.
Callaway sought to break the stereotype. To win the war for talent, they needed to make employment at Callaway approachable, inviting, and enjoyable for all, regardless of the candidate’s interest in the game. They needed to articulate they weren’t just a golf company; they were dedicated to improving the game through innovation and technology for tomorrow.
Liquid Agency worked with Callaway to build an employee experience campaign called “Making the Turn.” This took a golf term about pushing forward and redefined it to encompass a passion for improvement. The campaign included testimonials from employees that continually strive to make the game better for everyone. The messaging, imagery, and the subjects themselves defied the stereotypes found in the game of golf and welcomed people from all backgrounds and disciplines to be a part of changing the game.
