Upwork's Talent on Tap Brings Back The Human Moments To Remote Workers
by Chloe Gordon on 02/21/2023 | 3 Minute Read
Upwork is a platform that connects businesses with independent professionals and agencies internationally, and as freelance work post-pandemic has boomed, the brand wanted to create a new experience. Thus was born Talent on Tap, a way for the brand's clients to learn more about Upworks' top earners and high performers through a joyful "sampling" unboxing with brews from Athletic Brewing Co. The cans are packaged in aluminum cans with branded stickers splashed all around. It's immersive, clever, and everything you'd hope from a platform for creatives.
Remote work has so many benefits—but you do miss out on those human moments: the ones that make you feel like you really know and trust someone. So we took a break from the glowing screen and brought our global community right to our biggest, most impactful clients in a one-of-a-kind experience that would leave them thirsty for more. Talent on Tap brought a happy hour, and all our global talent, right to their door.
We invited clients to kick back and enjoy brews from Athletic Brewing Co. on us while they got a sampling of freelancers available for hire on Upwork. We curated award winners, high performers, and top earners from around the world, then made getting to know them more fun than a game of beer pong. The “sampling” included a joyful unboxing experience, revealing a retro viewfinder that gave clients a window into the work and worlds of top talent on our platform, a playful sticker book that featured artwork from illustrators around the world, and a six-pack of tasty brews from Athletic Brewing Co. with cans as customizable as our hiring solutions. We invited 400 of our highest-spend clients (and prospective clients) to reserve their Talent on Tap box via a dedicated microsite.
Every box was spoken for, with internal requests for reorders. Shipments went out just as 2023 hiring efforts went into full effect, giving some of the world’s top brands access to fresh inspiration and talent for their best creative efforts yet.