Attracting top-tier talent with a reimagined recruitment strategy
About this project
Client
City of San Marcos Recruitment Campaign
Services
Creative
The opportunity
The City of San Marcos is an empowering, gratifying and downright fun place to work—just ask its employees. The problem was, many qualified candidates didn't know it. Those missed opportunities inspired the City to rethink how it should recruit top talent. Simply put, job boards and other traditional methods were not going to cut it.
The approach
That's when JPW stepped in to help San Marcos create a unique recruitment strategy that could be shared across social platforms and generate a buzz about this exciting workplace. A new video invited candidates to catch a glimpse of the City's work culture—and allowed them to see themselves thriving in it. Aptly titled "Build an Exciting Future ... Yours!" the video and an accompanying social media campaign reimagined the City's recruitment strategy. Additionally, the award-winning recruitment brochure brought the same combination of a fun and human approach, helping the City attract the right kind of talent.
The solution
“Build an Exciting Future ... Yours!" creative concept
Video script and pre-production
Video production management
Social media strategy, graphics and sample posts
Recruitment brochure
The reward
The new materials reached more than 30,000 potential candidates on social media and garnered 56,000 impressions and 16,507 actions. The materials helped triple the amount of candidates who learned about city employment via alternative avenues, including social media which increased from 10 to 36 percent in two months. The brochure, video and social media campaign were recognized by multiple communications organizations.
The awards
Best in Show Award | April 2019
City of San Marcos Human Resources Recruitment Brochure Presented by the California Association of Public Information Officials (CAPIO)
Excellence in Public Information and Communication (EPIC) Award | April 2019
City of San Marcos Human Resources Recruitment Brochure Presented by the California Association of Public Information Officials (CAPIO)
Award of Distinction | April 2019
City of San Marcos Human Resources Recruitment Video Series Presented by the California Association of Public Information Officials (CAPIO)
Award of Distinction | April 2019
City of San Marcos Human Resources Recruitment Campaign Presented by the California Association of Public Information Officials (CAPIO)
Excellence in Public Information and Communication (EPIC) Award | April 2018
City of San Marcos Human Resources Recruitment Video Presented by the California Association of Public Information Officials (CAPIO)
Savvy Award | September 2017
City of San Marcos Human Resources Recruitment Video Presented by City-County Communications & Marketing Association (3CMA)