Office of Personnel Management for the National Credit Union Administration (NCUA)
Challenge:
The National Credit Union Administration (NCUA) is the independent federal agency that charters and supervises federal credit unions throughout the United States and its territories. NCUA needed to embark on an effort to strengthen its posture for attracting and retaining a high quality workforce that would enable it to successfully accomplish its mission.
NCUA sought a recruitment partner to assist them with redefining and developing an employment brand and accompanying strategy and tactics to help identify candidates for their core mission-critical positions. In addition, NCUA needed to continue to improve representation within the agency of women, minorities, the Hispanic community and people with disabilities.
Solution:
LeapFrog Solutions (LFS) was chosen as NCUA’s communications and outreach partner based upon our past experience with similar government recruitment and branding efforts. Through development of a new NCUA employment brand and online and offline materials, LFS helped the agency refresh their message and look and feel. The new brand was designed with the entry-level Credit Union Examiner target audience in mind, using modern images and messaging that emphasized the benefits of starting a career with NCUA.
Result:
LFS conducted several meetings with NCUA staff and then conducted a research project to identify targeted online recruitment resources that would best meet the needs of the organization. In addition, LFS researched colleges and universities that had majors and professional groups that were most relevant to the types of candidates that NCUA was seeking to attract. Contact information for career centers and online advertising opportunities was gathered as well as any relevant information on job fairs in specific geographic areas.
The LFS team then developed a strategic recruitment program that addressed the communications challenges that existed when recruiting Credit Union Examiners. A new brand was created that reflected NCUA as a place where candidates will experience flexibility, variety and work autonomy. The organization was positioned as a technologically advanced agency that facilitates professional growth and serves as an excellent place for candidates to “Step into a Career they Can Feel Good About”. LFS designed print materials including a recruitment brochure, a pocket folder, and data sheets describing the range of benefits that employees experience at NCUA. Special attention was given to using images that illustrated a diverse and inclusive work environment.
To leverage the resources identified in the research phase, LFS is next developing print and banner advertisements to be placed in these targeted online and offline publications as needed. Several interactive tools are now in process as well such as a new Career Web Site and a video featuring current employees attesting to why they joined NCUA. We look forward to extending the new NCUA brand to these tools and others in the future.
Services Provided:
- Recruitment marketing strategy
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Research
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Ad design and placement
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Recruitment collateral
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Event display
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Copywriting and editing
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Web site
