UTC "Curious" Campaign Extends to Recruitment

In New York City (and likely elsewhere), United Technologies Corporation (UTC) has been running radio ads and scaffolding wraps that highlight its varied technology products and companies, such as energy-efficient buses, quiet elevators (Otis) and lightweight jet engines (Pratt & Whitney). Themed as "Curious," the effort focuses on UTC's innovation, financial performance and social responsibility. Those same things are influential with job seekers, so it's interesting and encouraging that UTC has added a link to its career Web site from the "Curious" mini-site. While the campaign could be seen as more of a general branding and investor relations effort, the messaging - "a corporation that builds both minds as machines" - is a great hybrid that also works for recruitment marketing.