When the outside world stops, work can become a way to start moving again.
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Hiring through uncertainty.
By 2020, Nicaragua was already navigating a deep sociopolitical and economic crisis when the pandemic interrupted everyday life. In that double uncertainty, recruiting could not rely on business-as-usual messages. People needed a credible path forward—and Sitel needed a clearer, more human reason to choose it.
Explore the case ↓
The challenge
Keep employees informed and secure, guide newly remote teams and help candidates see work as a source of stability while a national crisis and a global health emergency reshaped daily life at the same time.
Turn employment communication into reassurance, direction and momentum—connecting internal culture, candidate needs and recruitment performance.
How the system worked
From an idea to a system.
- 01
Internal reassurance and guidance.
- 02
Remote-work communication.
- 03
Human-centered recruitment messaging.
- 04
Close partnership between marketing and recruiting.
Watch the work
The idea in motion.
External and internal campaigns
One system reached candidates and employees alike—building trust, supporting safer behaviors and making career-growth opportunities tangible.
My contribution
- Marketing Manager
- Internal + external campaigns
- Employer brand leadership
- Recruitment partnership
Selected credits
Marketing specialists: Luis Gutiérrez and Zaky Chamberlain
Production: 8bit Media
+100%application flow
+26%hires
Results comparison · 2019—2020
Growth moved through the entire funnel.
20192020
Total applicant flow
2.02×Applications from Facebook
4.07×Total hires
+26%Hires from Facebook
+50%Source: Sitel recruitment performance. 2019 covers the full year; 2020 covers January through November.
The lasting lesson
When national and global crises overlapped, clarity became the most persuasive form of reassurance.Back to selected work ↑