Recruiting and retaining teachers for this network of inner-city Catholic schools was a challenge. The combination of the timing of hiring, salary ranges and lack of brand identity led to the perception of the organization being a second-tier option behind other employers. I knew from many interviews and interactions in these schools that serve low-income children, that teachers were deeply motivated and believed their roles were a vocation. I developed a talent hiring campaign to set out to change the perception and recruit educators seeking to serve the greater good.

After in-depth user research of the current teacher demographic, I developed several user personas to guide my creation of the components for a comprehensive communications strategy. I designed, wrote and produced a landing page, social media assets, marketing collateral and four videos. As a result, the pool of qualified applicants rose and the year-over-year attrition rate was cut in half.