USDA’s Economic Research Service sought to reassess the effectiveness of its brand as it relates to recruiting, and develop a persuasive new recruiting tool with compelling content to inspire candidates to join ERS. As the main source of economic information from USDA, ERS informs and enhances public and private-decision making on economic and policy issues related to agriculture, food, natural resources, and rural development. Thus, recruiting top economists is critical to ERS’s mission.
Working under subcontract to Premier Consultants International, Mind & Media’s two-stage solution included a research phase culminating in a recruitment branding report with current brand assessment, needs analysis, and comparator assessment. This was followed by a production phase resulting in a branded recruiting tool with persuasive content, a beautiful branded look, three well-produced videos, and links to additional recruiting resources.
The recruiting tool makes extensive use of video geared toward recent graduates who are considering ERS and other potential employers. The three sections cover the top three questions for candidates, based on our branding research: what the ERS vision is, why work there, and why live in Washington, DC.
More images View Website
The new recruiting tool showcases ERS’s key differentiators from other Government agencies, universities, and private organizations and helps them recruit top talent to help deal with climate change, international food security, and childhood obesity. The tool is distributed via CD and can also be played online. It has been honored with four awards for communication excellence, including Communicator, MarCom, Hermes, and Summit awards.