2021 Comprehensive Review & Strategic Refresh of Staff Recruitment Marketing
▲ FACEBOOK Ad, INSTAGRAM sponsored REELS
▲ Careers Main Page
▲ INSTAGRAM posts
▲ Careers: Aquatics
▲ INSTAGRAM posts
▲ Careers: Fitness & Wellness
▲ INSTAGRAM posts
▲ Careers: Child Care & Youth Programs
▲ INSTAGRAM posts
▲ Careers: Summer Camp & Seasonal
▲ Careers: Summer Camp & Seasonal
▲ INSTAGRAM posts
▲ FACEBOOK & INSTAGRAM sponsored content
[ details ]
Organization
Greater Somerset County YMCA
Project
Staff Recruitment Marketing Refresh
Role
Copywriter, Photographer, Project Lead, Social Media Marketer, Web Designer
Tools & Technology
Accrisoft Freedom Website CMS | Adobe Photoshop | Daxko Engage Email/Marketing Automation | Google Docs | Google Sheets | Hootsuite Social Media Management | Meta Ads Manager (Facebook & Instagram)
Skills & Knowledge
Audience Segmentation | Brand Differentiation | Brand Messaging | Brand Stewardship | Campaign Management | Communications Strategy | Competitive Analysis | Content Creation | Creative Problem-Solving | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | Digital Marketing | Event Promotion | External Communications | Market Research | Nonprofit Marketing | Organic Social Media | Photo Editing | Photography | Project Management | Reputation Management | Social Media Marketing | Stakeholder Management | UI/UX Design | Visual storytelling | Web Design | Word-of-Mouth Influence
[ more ]
INTRO & GOAL
The pandemic exacerbated existing challenges regarding filling critical roles to maintain normal operations at a YMCA. These challenges were evident to the public in the form of disruption to regular pool schedules due to a lack of sufficient lifeguard staff and the frequent cancellation of fitness classes and/or seasonal programming due to a lack of instructors. These circumstances threatened the organization’s pandemic recovery. Human Resources engaged the Marketing team to refresh the positioning of the Y as a nonprofit employer of choice in the area.
STRATEGY & PROCESS
A review of the prospective employees’ journey from awareness to application was conducted on the website and ADP (the HRIS through which prospective employees would formally begin the application process). Key audiences were identified: aquatics staff, seasonal summer camp staff, school-age childcare staff, fitness and wellness staff, and youth sports programming. Marketing met with key stakeholders in each audience group to understand the unique benefits of working at the Y. Insights synthesized revealed additional positive responses unrelated to monetary compensation — yet strongly tied to culture and meaningful experiences that foster retention. Photography that spotlights the genuine staff experience at our local Y locations was identified and/or captured to help bring the messaging to life.
SOLUTION & OUTCOME
Insights synthesized from stakeholder meetings were leveraged in the crafting of new audience-specific messaging, and CTA’s designed to resonate with prospective staff in key areas of employment within the Y. Refreshed messaging was supported by original photography and a complete overhaul of the Careers section of the Greater Somerset County YMCA website. Photography featuring actual Y staff experiencing “everyday moments of connection” was integrated throughout the online prospective employee journey in the Careers section of the website as well as in ADP Career Centers. Amplifying the newly targeted nature of staff recruitment marketing, digital/social media ads utilized seamless audience-specific photography and messaging from the ad or organic content to the landing page. The complete refresh of the positioning of the Y as a nonprofit employer of choice helped support Human Resources’ efforts in filling vacancies for mission-critical roles throughout the organization at a time when hiring part-time on-site staff was a pervasive post-pandemic challenge.