we bring purpose to life

The Challenge

As the largest health and human services network in New York City, The Jewish Board is a place filled with opportunities for social workers and direct support professionals seeking a meaningful career. Despite this, an increasingly challenging market and a global health crisis left the organization with 400 roles to fill. To keep these vital community programs running effectively, our help was needed, fast.

The Solution

As a workplace defined by its authentic support and investment in people, there was only one place to start: The Jewish Board’s existing employees. Together, we identified key motivations and reputational pulls. And it was their stories that inspired our eventual campaign concept, ‘Moments that Matter’. Using compelling statements from real Social Workers and Direct Support Professionals (DSPs), we created a warm, human portrait of this life-changing work – then shared it across a mix of social, paid, and search channels, including display (programmatic), Indeed (listings and hiring events, a new product offering), OOH, and Spotify.

The Results

With the stats showing a significant jump in applications when the campaign launched, we were delighted with the results. We delivered great creative that resonated. We drove traffic through multiple channels. And together, we drove an organization that had a low profile in a very competitive sector and was reeling from the pandemic and the Great Resignation to a record number of applications. A success not only in performance, but for the communities that will benefit from these new hires, too.