Recruitment stories in a difficult job market.

Like many manufacturers in West Michigan, Haworth has experienced its fair share of recruitment and retention challenges among their manufacturing employees. Taking insight learned from a market research partner, I worked with our team to develop an employment brand campaign focused on a “Welcome to the Family” theme. For this campaign, I led the charge in script writing and casting for radio and pandora as well as creation of all copy for social and digital platforms. In addition, I refreshed copy for the career page of the company website. This work was later rounded out with a video campaign. The stories we procured and messages we promoted were inspired by the many personal reasons people shared for joining Haworth family. The campaign launched in July, 2018 in Holland, MI as a beta test for national markets in six other regions across the country.

At the time, none of us could imagine what was coming with COVID-19 and the great reshuffling of the American workforce that would follow. Yet through those changes and challenges, Haworth has continued to utilize the assets we created for them.

Why?

Throughout the “Part of the Family” campaign, we prioritized sharing stories of upward mobility at Haworth. Thanks to Haworth’s commitment to promote from within, many employees have found access to growth, leadership, and fulfillment, without needing to earn a college degree prior to beginning their career. Our job wasn’t to dress up the opportunities Haworth offers with perks, but rather to let people share their career trajectory for themsleves.

Clear. Simple. Effective.

The stories we shared have continued to resonate with the American workforce, particularly as students weigh the cost of higher education and the way the pandemic is shifting the university experience.

For Haworth and other employers looking to hire and retain talent, the success of their recruitment efforts will continue to be dictated by the evolving needs and priorities of America’s workforce, and in particular, its young workforce.

Work pulled from “Part of the family” Campaign
Creative Director: Tim Hackney
Copywriter: Katy Stafford
Art Director: Aaron McCall