The Alabama Department of Corrections (ADOC) faced a critical hiring challenge: attracting qualified applicants in a competitive labor market while appealing to a younger, video-first audience—without compromising the professionalism and security of the state agency.
Traditional recruitment materials and outreach methods were no longer resonating with emerging job seekers. ADOC needed a modern, digital-forward approach that balanced institutional trust with relatable, engaging storytelling to increase awareness, engagement, and applications.
Deliverables and Strategy
To support ADOC’s recruitment efforts, I developed and executed a digital-first communications strategy that blended audience research, visual design, and short-form video storytelling.
Audience Research & Messaging
- Conducted formative research to identify ADOC’s ideal applicant profile, with an emphasis on younger job seekers and career changers
- Developed messaging that highlighted stability, benefits, and career growth while remaining accessible and relatable
Digital & Social Media Design
- Designed static social media graphics tailored for platforms like Instagram and Facebook, optimized for a video-first audience while maintaining government branding standards
- Created visually cohesive recruitment assets that aligned with ADOC’s institutional identity while modernizing its visual presence
Digital Storytelling & Video Content
- Developed and supported multiple short-form video and reel series showcasing the day-to-day reality, culture, and benefits of working as a corrections professional
- Used digital storytelling techniques to humanize the role, spotlight real employees, and counter misconceptions about correctional careers
- Produced content optimized for social platforms to increase reach, engagement, and shareability
Graphic Design for Recruitment Operations
- Designed clear, visually engaging, and highly functional corporate flyers, forms, and recruitment materials
- Ensured all materials balanced visual appeal with usability, accessibility, and compliance with agency standards
Recruitment Platform Optimization
- Supported optimized job postings on platforms such as Indeed, LinkedIn, and Handshake
- Leveraged platform insights and applicant data to improve visibility and applicant quality
This integrated approach strengthened ADOC’s recruitment presence and improved engagement across digital channels.
Impact highlights:
- Increased engagement on recruitment-focused social media content by nearly 60%.
- Improved visibility among younger and first-time applicants through short-form video content
- Strengthened employer branding while maintaining agency professionalism
- Contributed to higher-quality applicant pools through improved digital outreach and job placement strategy
Core Skills Demonstrated
- Digital Storytelling & Short-Form Video Strategy
- Government-Compliant Social Media Design
- Audience Research & Message Development
- Graphic Design for Corporate & Public Sector Use
- Recruitment Marketing & Employer Branding