Attracting top talent for any career position means developing a marketing plan that engages and motivates the industry’s best. Chicago marketing agency Behind the Work was selected by the University of California to do just that. Find out what happened!
Leveraging the power of digital marketing to educate, engage, and convert a select audience across a nationwide target market is no easy feat. But when duty calls, the team at digital marketing agency Behind the Work are experts at mobilizing the right talent for the job so they can execute on the challenge.
A few years ago Behind the Work was selected by the prestigious University of California to develop and launch a comprehensive marketing campaign that would help a newly christened institution UCPath staff up their centralized enterprise built to replace a 40-year-old financial and HR system.
The idea for this newly transformed institution would see UCPath handling payroll, benefits, and human resources transactions for all UC employees across every one of the system’s nine campuses. It was a task of staggering complexity, and attracting all of the necessary talent in the time frame required would require a herculean marketing effort.
To this the team at Behind the Work answered: You got it!
Find out how a team of dedicated marketing strategists conceptualized and launched a massive, multi-platform talent attraction and recruitment campaign that helped fill 400 job openings across 11 unique categories from their newly published white paper.
Access the full report at https://behindthework.com/resource/higher-education-employee-recruitment
Recognized as the world's leading public research university system, the UC network includes UCLA, UC San Diego, Berkeley and six other high-profile institutions. In 2016, the UC system approved a consolidation project that would break ground on the centralized UCPath built to house business-critical information. Find out how Behind the Work developed and executed on a comprehensive campaign that culminated in a 100% new hire retention rate and over 8 million impressions.
Behind the Work says UCPath’s ambitious hiring plan called for an equally ambitious marketing plan involving a brand awareness component and a multi-platform marketing approach. The resulting strategy developed by the agency would leverage email marketing, social media, content marketing, video production and more to engage, educate, and convert target audiences.
Behind the Work then rolled out a blueprint strategy with a brand image component designed to resonate with qualified potential candidates, and a custom campaign website using the newly designed logo and brand identity. Exacting KPIs were established to monitor progress among all implemented marketing assets, ensuring goals were being met.
Deployed collateral included over 60 blogs, 80 videos, 2,000+ social media posts, and 100+ email campaigns, the tenor of which laid the foundation for the caliber of talent the campaign attracted.
The UCPath campaign ran for more than two years, beginning in September of 2017. Within that timeframe, the agency's recruitment marketing plan accounted for 23% of all UCPath applications and nearly one quarter of all employees hired.
UCPath Communications Director Jennifer Mushinskie says, “Behind the Work developed a strategic recruitment campaign that exceeded our hiring goals and dramatically increased our online visibility. They were fantastic, and communications efforts were above par.”
With the release of their new white paper, Behind the Work lets you in on the secret to creating a lead-gen and conversion campaign that would exceed initial expectations and outperform Indeed.com to become UCPath's second-largest source of hires.
Curious to learn more about this uniquely talented team of strategists? You're invited to learn more at https://behindthework.com
