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Engagement and Content Strategy

The USDA is the US federal executive department responsible for developing and executing federal laws related to farming, forestry, rural economic development, and food.

 

The USDA includes a wide range of agencies in order to effectively carry out the responsibilities of the department as a whole and to fulfill the vision “to provide economic opportunity through innovation, helping rural America to thrive; to promote agriculture production that better nourishes Americans while also helping feed others throughout the world; and to preserve our Nation’s natural resources through conservation, restored forests, improved watersheds, and healthy private working lands.” In order to carry out this mission, the USDA employs nearly 10,000 individuals across the country and abroad.

1600px-USDA_logo
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THE CHALLENGE

The USDA Agricultural Research Service (ARS) needed to enhance their digital presence in order to increase the number of qualified job candidates for open positions on LinkedIn job postings. Their current assets were not updated for the modern job seeker, and they needed a way for candidates to easily navigate with a seamless experience throughout the application process.

 

Outdated Creative
Outdated Creative

Creative assets such as graphics, page hero, and logo quality were outdated and did not appeal to modern job seekers.  

Ineffective Content
Ineffective Content

Content needed to be optimized through updated copy to effectively inform and recruit potential employees.

Low Engagement
Low Engagement

The page was difficult to navigate by users looking to find specific jobs and had limited engagement from followers.

The project for the USDA-ARS aimed to optimize LinkedIn jobs content and campaigns, which helped to inform and recruit potential employees. Through unifying design and copy to create a seamless experience and providing setup for the page, the agency has seen great gains in LinkedIn engagement from qualified candidates

 

THE STRATEGY

We worked with the USDA – ARS on a project to increase recruitment strategies and improve their digital resources online through LinkedIn. Our team audited the current assets and then optimized LinkedIn content and campaigns, which helped to inform and recruit potential employees. 

 

Our design team provided unifying design around the imagery to create a seamless visual experience, while our copywriters crafted compelling content for page descriptions to educate potential applicants about what it's like to work for the agency. Using the new assets, the digital team provided the setup for the page in order to increase engagement and job applications from top prospects.

Asset Audit
Asset Audit
Auditing former design and copy elements to discover the most effective next steps for optimization.
Content Development
Content Development
New strategy developed to unify design for a seamless visual experience paired with compelling content for page descriptions.
Increase Engagement and Conversions
Increase Engagement and Conversions
Updated visuals and descriptions engaged site visitors, increased site followers, and converted qualified job seekers.
THE SOLUTION

The revamp of the LinkedIn company site and jobs page has been highly effective for the ARS. Since the launch of the new assets and tools, the USDA – ARS has seen great gains in their LinkedIn engagement: within 6 months of project launch, their impressions increased exponentially with 802.2 thousand job impressions, drove 209 thousand candidates to the organization, had 8.7 thousand job views, and had 1.2 thousand job apply clicks. Due to this increased engagement, they gained 234 new hires from qualified applicants, had 3.3 thousand views of the new Careers Page, and experienced a 1.4k increase in followers of the organization.

 

 

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234
New hires due to increasing qualified applicants
3.3k
Views of the new Careers Page
1.4k
Increase in LinkedIn followers of the organization

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