Presbyterian Homes & Services Workforce Digital Campaign

> Greater Thought worked with Presbyterian Homes & Services to rethink their workforce recruitment approach. Shifting the focus to be person-centered and placing emphasis on the needs of the applicant rather than the needs of the organization. The team developed a marketing campaign and a process that took the form of an internal training playbook to provide candidates the best experience possible as they navigate their job search with PHS. Industry trends in advertising targeted at recruiting workers felt sterile and repetitive, with similar imagery and predictable messaging. It often depicted workers providing care, reflecting contrived scenarios rather than who they were as individuals. PHS saw a need to differentiate — making a conscious choice to speak to people’s inner purpose and their desire to make a difference in their work. This gave way to the YOU campaign — an approach with messaging that talked directly to the reader, eliminating things that boasted about the company with terms like “we,” “us,” and “our” and replacing them with “you” and “yours.” As “YOU” became a larger part of the message, it also inspired the voice and tone of the campaign.

From the original award submission.