Federal Aviation Administration (FAA)
Challenge:
National workforce trends predicted an increase in competition for quality talent, coupled with a shrinking labor supply. The Federal Aviation Administration’s (FAA) workforce planning data showed that depleted internal resources due to the combined effects of downsizing, constrained budgets, hiring freezes, and retirements had resulted in fewer well-qualified individuals available to fill critical vacancies. In addition, the FAA needed to continue to improve representation within the agency of women, minorities, the Hispanic community and people with disabilities.
Solution:
Due to our expertise in Web site design and integrated marketing, LeapFrog Solutions (LFS) was chosen to develop FAA’s new agency brand and marketing materials and design the new Web site. FAA formed a cross-organizational recruitment team to develop an agency recruitment strategy and plan to expand awareness and outreach with a branding program to include recruitment materials, updated exhibits and advertising, and a state-of-the-art careers Web site.
Result: “Destination FAA”
LFS conducted extensive research to determine the internal and external perceptions of people regarding employment at the FAA. The LFS team then developed a strategic recruitment program that addressed many of the skewed perceptions about working at the FAA. The new brand reflected the FAA as a competitive, stimulating, technologically advanced organization, a great place to work that facilitates professional growth. The LFS team designed brochures, a folder, and numerous flyers describing the range of jobs at the FAA, oversaw photo shoots with actual FAA employees to boost internal morale, and provided brochure translation services to reach the Hispanic community. In addition, LFS’ creative team developed and implemented the FAA’s Careers Web site that adhered to the look and feel established with the new brand.
Services Provided:
- Branding
- Collateral
- Advertising media plan, design, multilingual translation, & placement
- Public relations strategy & campaign
- Banner-ups & displays
- Recruitment marketing strategy
