Driving STEM Talent Acquisition
Transforming a Regional Recruiting Event Into a National Hiring Campaign
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THE OPPORTUNITY
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.
Virtual exhibit design, AMC booth, BEYA 2021.
AT A GLANCE
AT A GLANCE
CHALLENGES:
No campaign infrastructure
5-week turnaround
Audience fragmented across 107 institutions
Virtual-only, no in-person touchpoints
STRATEGY RESULTS:
97 CECOM hires, up from 7
130+ hires enterprise-wide
Regional reach to national
Delivered on time and on budget
SOLUTION: MULTICHANNEL RECRUITING CAMPAIGN
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. 📡Earned Media: Authored pre- and post-event articles for enterprise-wide internal publications.
RESULTS
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
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
CAMPAIGN ASSETS
Original materials produced for BEYA 2021, designed to the visual standards of the time.
Magazine ad — Full-page placement in US Black Engineer & IT, distributed to all registered attendees.
Email blast — Targeted eBlasts driving attendees to registration, AMC's virtual booth, and resume upload.
Social series — Multi-graphic set targeting HBCU students, STEM professionals, and recent grads.
Earned 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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