University of California increased their leads by 75%

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About University of California

The University of California is undertaking one of the largest business transformations in the world by creating one central group to handle business services and employee administration for the entire UC system. In plain terms, the UCPath Center will run payroll, benefits, and human resources transactions for all UC employees by the end of 2019. While this is a historic project for the University of California, they had another historic challenge of hiring 350+ qualified employees to fill 11 unique job categories to successfully onboard each UC campus.

The Challenge

The team at the UCPath Center understood that to recruit over 350+ new employees to an unknown service center, they needed to stand out from the rest of the University of California establishments. The UCPath Center is located in Riverside but has no direct affiliation with the University of California, Riverside. However, there was market confusion about what the UCPath Center is and whether it is part of UCR.

The Solution

With nothing more than a LinkedIn page, our first task was to create a new brand for the UCPath Center and their new hiring campaign. The UCPath Center needed to stand out from the other local UC campus locations but fit within the University of California brand guidelines. With the new brand in place and campaign website developed, we began creating a custom marketing strategy that defined 6 unique buyer personas to fill open job opportunities at all levels of the UCPath Center organization chart. 

With such schools like UCLA, UC San Diego, Berkeley, and others, the University of California is no doubt one of the most prestigious university systems in the country. But did you know they are one of the top job providers in California as well?

The University of California is undertaking one of the largest business transformations in the world by creating one central group to handle business services and employee administration for the entire UC system. In plain terms, the UCPath Center will run payroll, benefits, and human resources transactions for all UC employees by the end of 2019. While this is a historic project for the University of California, they had another historic challenge of hiring 350+ qualified employees to fill 11 unique job categories to successfully onboard each UC campus.

 

 

 

They were fantastic; their communication efforts were above par. Beacons Point always went above and beyond to keep in touch and run things by us in an appropriate manner.

- Jennifer Mushinskie, Communication Director

117%

Increase in Web Traffic

50%

Conversion Rate

75%

Increase in Leads

23%

of all UCPath Center applications

25%

of new hires linked to campaign

 

First, we created the inbound blueprint strategy for the campaign. We spent two months researching, designing their brand, and building campaign assets. The outcome was the hiring campaign website that hosted valuable information about the UCPath Center, open jobs, the surrounding areas and educational content for potential job seekers. We create a WCAG 2.0 accessible website that ties directly in with their third-party job board and HubSpot marketing platform tools.

With the campaign ready to go, we have now been creating ongoing content to attract qualified job seekers in 11 different job fields to fill much-needed talent gaps.

Content has been the main driver to find qualified job applicants and encourage them to apply.

 

We used the following tactics to get these results.

Website & Campaign Branding Development

Step One: Create a brand to separate UCPath Center from their neighbors, University of California, Riverside and other nearby campuses. We interviewed and surveyed the UCPath Center staff and stakeholders to create a brand identity that fit within the overall University of California brand guidelines but gave them a unique style. With branding complete, we designed and developed a recruitment website that integrated with HubSpot to manage the database and host the online applications with the ADP job board.

Persona Development

We spend 2 months interviewing in person, video calls, and surveying to the entire staff to create 8 unique applicant personas. We based our buyer persona research on the 8 different departments, skill sets, and job types. In the end, the 8 applicant personas have directed our content strategy to recruit better applicants. 

Business Planning & Research

With our personal research in hand, we moved to our market, industry, competitor, and keyword research (MICK) to direct our content strategy. 

Strategic Content Marketing

With personas developed and our research complete, we embarked on our content marketing plan. We created a mix of video, article, long form, social media and email to target the personas and ideal job applicants for each department. 

Email Marketing & Lead Nurturing

We have utilized HubSpot to build a database that is segmented based on job interest to send personalize and targeted job announcement emails to better fill the positions with more qualified applicants. 

Social Media Publishing & Management

Utilizing our content, we created a social media strategy to target the applicant personas. We monitor the social media channels for engagement and ensure a swift response.

Reporting & Goal Checking

The key to all campaigns is reporting and goal checking. Each week, we review the data with UCPath staff to ensure we are meeting our internal goals and client goals. All of our marketing decisions are driven by the data.

Video Production

Our strategy is video first. Video on a landing page or website can increase conversions by 80%. We work with the UCPath Center staff to create monthly videos highlighting open jobs, the office culture, community or news/updates.

Paid Digital Advertising

Based on our applicant personas, we created a targeted profile using Google Adwords, Facebook, Instagram, and Linkedin to increase quality applicants and increase the job applicant database.

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