Part of the family.
Creative Director: Tim Hackney
Copywriter: Katy Johnson
Art Director: Aaron McCall

Like many manufacturers in West Michigan, Haworth is experiencing recruitment and retention challenges among their manufacturing employees. Taking insight learned from a market research partner, I worked with our team to develop an employment brand campaign focused on a “Welcome to the Family” theme. For this campaign, I led the charge in script writing and casting for radio and pandora as well as creation of all copy for social and digital platforms.  In addition, I refreshed copy for the career page of the company website. The stories we procured and messages we promoted were inspired by the many personal reasons people shared for joining Haworth family. The campaign launched in July, 2018 in Holland, MI and is currently serving as a beta test for national markets. Once proven successful, the campaign will extend to six other regions across the country. Already, the test market is performing at twice the national averages for clickthrough rates and ensuing job searches.