Matters of State

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Matters of State
Recruitment Communications Campaign
CHALLENGE
With the launch of the Diplomatic Readiness Initiative, the
U.S. Department of State undertook an aggressive effort to hire an
additional 1,158 employees. The department needed to promote a
positive image and increase general awareness of the organization
and its opportunities, as well as attract qualified minority candidates
into the Foreign Service — a process requiring the passing of the
notoriously difficult Foreign Service Written Exam (FSWE).
SOLUTION
JWT INSIDE immediately immersed itself in understanding the U.S.
Department of State, beginning by visiting the American Embassy in
Mexico City for primary research with Foreign Service Officers. Simultaneously, we analyzed past recruitment initiatives and their results.
Although earlier programs had helped promote the department’s
image, they had not effectively defined the employer brand positioning; and while prior strategies and tactics did reach a great quantity
of minority candidates, they hadn’t always reached the right quality
candidates.
We began by developing a “brand positioning postcard,” based on our
conclusion that the decision to join the Foreign Service is a more than
just a career choice. It represents a lifestyle choice. We also developed
a fully integrated marketing communications plan to reach qualified
minority candidates. While earlier efforts had used a wide breadth of
diversity media, we planned for depth and frequency in very select media
and a stronger focus on one-on-one communications and candidate
relationship-building. The plan integrated print, online and broadcast
media, coupled with highly targeted e-mail and direct mail campaigns
and a systematic approach to building win-win partnerships with key
minority-based organizations and institutions.
U.S. Department of State
careers.state.gov
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RESULTS
In the course of just a few months, the agency planned, developed
and executed a successful nationwide recruitment plan for the U.S.
Department of State. The results included a dramatic 74% rise in overall
passers of the department’s written exam over the previous year. In
addition, the department saw an outstanding 65% increase in minority
passers and a 71% increase in management passers.Decreasing total
cost-per-passer by 57% for minorities and 63% for management, our
positioning strategy and creative approach passed this test with flying colors!
it has never seen
CAREERS REPRESENTING AMERICA
CIVIL SERVICE • FOREIGN SERVICE • STUDENT PROGRAMS
Business Management • Economics • Engineering
Finance • Information Technology
Languages • Law Enforcement • Policy Analysis
Public Relations • Science & Technology
U.S. citizenship is required. Equal opportunity employer.
www.jwtinside.com