The Alabama Department of Corrections (ADOC) faced a critical hiring challenge—attracting qualified applicants for correctional officer positions amid a competitive labor market. Traditional recruitment strategies weren’t yielding sufficient results, and ADOC needed a revamped approach to increase awareness, engagement, and applications.
Deliverables and Strategy
To address ADOC’s recruitment struggles, I provided a data-driven digital marketing strategy, focusing on branding, social media engagement, and targeted ad placements. Key deliverables included:
- Conducting formative research to develop an audience profile for ADOC’s ideal applicant.
- Branding overhaul of recruitment materials to modernize ADOC’s employer identity.
- Strategic social media campaigns that improved engagement across Facebook, Instagram, and LinkedIn.
- Optimized job postings on platforms like Indeed, LinkedIn, and Handshake, leveraging applicant analytics and insights to attract high-quality applicants.
Results and Impact
The branding refresh and digital strategy significantly improved recruitment efforts:
- Increased social media engagement on recruitment posts, enhancing candidate awareness.
- Higher-quality applicants through improved job ad placements.
- Strengthened employer branding, positioning ADOC as a competitive career choice.
