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

 

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

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

Persona Development

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

Business Planning & Research

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

Strategic Content Marketing

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

Email Marketing & Lead Nurturing

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

Social Media Publishing & Management

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

Reporting & Goal Checking

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

Video Production

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

Paid Digital Advertising

Getting started with Briefcase is easy, but if you are new to the HubSpot COS you may need a little assistance. To help you out, we offer a library of tutorial videos, a COS eBook, and a COS Blog that can help to answer a lot of the basic questions. If you still need help, let us know!

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