Driving STEM Talent Acquisition

Case Study: Talent Acquisition

Transforming a Regional Recruiting Event Into a National Hiring Campaign

A digital display booth with two central video screens, each featuring a play button symbol. Above the screens, one sign reads 'Defend your nation as an Army civilian for the U.S. Army Materiel Command,' and the other reads 'Experience an Army civilian career like no other.' Below the screens are U.S. Army and AMC logos. Panel-style banners on both sides list information related to Army civilian opportunities. A small plant is visible in the background on the right. (U.S. Army Communications-Electronics Command graphic by Joanie Messenger)

Virtual exhibit design, AMC booth, BEYA 2021. (U.S. Army Communications-Electronics Command graphic by Joanie Messenger)

THE OPPORTUNITY

The U.S. Army Materiel Command had a hiring problem hiding inside a logistics problem. Army’s Communications-Electronics Command — one of AMC’s largest subordinate commands — had been participating in the Black Engineer of the Year Award STEM Conference for years, but with a regional footprint and no coordinated communications strategy, results were limited. In 2020, the command made seven direct hires from the event.

When COVID forced BEYA to go fully virtual in 2021, most organizations saw a constraint. CECOM saw a runway.

The mission: build a full-scale integrated campaign to transform a local recruiting effort into a national talent acquisition operation in five weeks.

Challenges: No campaign infrastructure · 5-week turnaround · 107 institutions · Virtual-only

97 CECOM hires, up from 7

130+ Hires enterprise-wide

Reach Regional to national

On time & on budget

SOLUTION: MULTICHANNEL RECRUITING CAMPAIGN

My Role: Campaign strategist and sole communications lead. I developed the communications plan, managed the full asset suite, directed creative execution, and led audience outreach from kickoff through post-event reporting.

  1. 🎯 Audience Strategy: Mapped and directly contacted 15 ABET-accredited HBCUs, all nine NPHC organizations, professional STEM groups, and K-12 educators, turning regional outreach national.
  2. 📣 Virtual Exhibits & Video: Designed AMC’s vFairs booth, including layout, branded messaging, and embedded enterprise video.
  3. 📰 Full-Page Magazine Ad: Produced the agency ad for US Black Engineer & IT, distributed to all registered attendees.
  4. 📲 Social Media Campaign: Built and ran a multi-graphic series for HBCU students, STEM professionals, and grads, amplified through Career Communications Group.
  5. 📧 Email Blast: Deployed a targeted eBlast to registered attendees with hiring messaging and a direct resume-upload link.
  6. 📡 Owned Media: Authored pre- and post-event articles for enterprise-wide internal publications.

RESULTS

The 2021 BEYA campaign redefined what CECOM’s recruiting presence could look like at a national event, and delivered a 13x increase in direct hires in a single cycle.

POINTS OF IMPACT

  • 97 CECOM hires from one three-day event, up from 7 — a 1,286% increase.
  • 130+ hires enterprise-wide.
  • National reach for the first time, by going fully virtual and outreach-driven.
  • Six integrated tactics, built from zero infrastructure in five weeks.

CAMPAIGN ASSETS

Original materials produced for BEYA 2021, designed to the visual standards of the time:

A recruitment-style graphic showing three individuals seated at a table in a classroom or meeting room, working together with a laptop, notebooks, and documents. One individual is standing and pointing at a paper while the other two look on. At the top left is the U.S. Army logo. Below the image, bold text reads: 'Defend your nation as an Army civilian for the U.S. Army Materiel Command.' A banner at the bottom invites viewers to visit the virtual booth, along with the website 'www.army.mil'. (U.S. Army Communications-Electronics Command graphic by Joanie Messenger)

Magazine ad — Full-page placement in US Black Engineer & IT, distributed to all registered attendees.

A promotional graphic showing a person working at a computer with multiple monitors displaying digital security visuals. Text on the left highlights U.S. Army Materiel Command on‑the‑spot hiring opportunities at the BEYA 2021 STEM event, along with a link to upload a résumé. The U.S. Army and AMC logos appear on the graphic. (U.S. Army Communications-Electronics Command graphic by Joanie Messenger)

Email blast — Targeted eBlasts driving attendees to registration, AMC’s virtual booth, and resume upload.

A promotional graphic showing two individuals talking at a table while reviewing a tablet and documents, with digital security graphics in the background. Text highlights U.S. Army Materiel Command hiring opportunities at the BEYA 2021 STEM event, along with a résumé upload link and website information. (U.S. Army Communications-Electronics Command graphic by Joanie Messenger) A promotional graphic showing a person working inside a server room with a laptop, set against digital security graphics. Text highlights U.S. Army Materiel Command on‑the‑spot hiring opportunities at the BEYA 2021 STEM event, with a résumé upload link and AMC website. (U.S. Army Communications-Electronics Command graphic by Joanie Messenger)

Social series — Multi-graphic set targeting HBCU students, STEM professionals, and recent grads.

Owned media (authored): ISEC employees earn BEYA leadership awards — News article written and published to Army.mil announcing CECOM’s five BEYA award recipients, December 2020.

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