Inspiring the City’s workforce to help come build the future
About this project
Client
City of Palmdale
Services
Marketing
The opportunity
The City of Palmdale was struggling to fill vacant positions with talented, forward-thinking candidates, often finding only one or two viable candidates to choose from during a recruitment. The City’s human resources manager and newly appointed city manager wanted to continue building on the new positive culture it had been working to create and needed to infuse innovative talent into the organization to keep up momentum. In order to do this, staff needed to accurately convey the potential of the City that new employees could help bring to fruition.
The approach
Team JPW embarked upon a research and insights exercise that included a focus group of key stakeholders, one-on-one interviews, a location scout and a survey of all employees. The insights gathered helped the team create a strategic marketing plan designed to attract highly qualified talent, along with key messages, a new creative campaign and a comprehensive suite of outreach materials. The “Build the Future” campaign portrays the City as an ideal and inspiring place for ambitious candidates to leave a legacy.
The solution
“I came to build a city. I came to build the future.” creative concept
Strategic marketing plan
Digital recruitment ads/social media posts
Executive recruitment brochure
Postcards
Recruitment flyer
Executive team bios
New job descriptions
Website assets
Photography
Video script
The reward
The City of Palmdale Talent Attraction Campaign elevated the City’s approach to filling new job positions through their website, job boards and LinkedIn social media. The campaign created a user-friendly URL for new applicants to easily locate where their next public service opportunity would find them at www.cityofpalmdale.org/jobs. The campaign assets and design received praise from City staff and resonated the passion behind their choice to work at the City of Palmdale.
“This is what was in my heart when I was first hired with the City of Palmdale 25 years ago. Though I work indirectly with the City now, it is still the way I feel. I’m going to print this [campaign ad] out where I can see it every day. Thank you!” — Laura, Library Associate
“This came out awesome!” — Sara, Community Compliance Manager
“That is super cool; [I] love how you guys put it all together!” — Joel, Streets Superintendent
Even more importantly, the messaging and materials created by JPW have resonated with new talent and helped the City of Palmdale recruit key positions including the assistant city manager and city attorney.