University of California

UCPAth Center

With such schools like UCLA, UC San Diego, Berkley, 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 the largest business transformations in the world by creating one central group to handle the entire system’s business services. In plain terms, the UCPath Center will run payroll, benefits, and human resources administration for the entire UC system by the end of 2019. While this is a historic project for the University of California, they had another historical 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 300+ new employees to an unknown service center, that they needed to stand out from the rest of the University of California. The UCPath Center is located in Riverside, but has no direct affiliates with the University of California, Riverside, but were still lumped in as part of UCR.

First, we created the inbound blueprint 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 the HubSpot marketing tools.

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

Our 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. UCPath needed to stand out from the other local University Campus locations but fit within the University brand guidelines. With the new brand in place and site developed, we began creating the marketing strategy to target all 8 unique buyer personas, one for each job department. Content has been the main driver to find qualified job applicants and encourage them to apply. We used the following tactics to help achieve our goal.

Persona Development

Persona Development

Business Planning & Research

Business Planning & Research

Website & Campaign Branding Development

Website & Campaign Branding Development

Strategic Content Marketing

Strategic Content Marketing

Social Media Publishing & Management

Social Media Publishing & Management

Email Marketing & Lead Nurturing

Email Marketing & Lead Nurturing

Video Production

Video Production

Paid Digital Advertising

Paid Digital Advertising

Reporting & Goal Checking

Reporting & Goal Checking

Visit the UCPath Center hiring campaign website

UCPATHJOBS.ORG

Hiring Campaign Video

117%

Increase in Web Traffic

50%

Conversion Rate

75%

Increase in Leads

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

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