Purpose This paper aims to describe an innovative recruitment campaign at HCL Technologies, India’s fourth largest information technology company. This campaign received media coverage in 60 national and international news outlets. Design/methodology/approach Using case study methodology, this paper explains how the unique process was carried out. Risks associated with the process are also identified. Findings It reveals that creative thinking and innovate practices can generate high social media engagement at a very low cost, while also fulfilling the task of recruitment. Managing risks inherent in the process is essential for reaping the rewards of this creative recruitment process. Practical implications The process described here can be emulated by other companies too. If executed well, rich dividends can be obtained at a modest cost. Companies can increase their engagement and brad equity at a low cost using this process. Originality/value The case study described here is unique in its approach toward recruitment and brand building.