Talk about a pivot. I began working on a new branding campaign for Community Services Group (CSG) towards the end of 2019. As I continued to develop the creative into 2020, the pandemic hit and suddenly CSG, like many companies, found itself unable to hire for critical roles. It wasn’t just the lack of candidates that was the problem, applicants had no real interest in working for CSG — they just wanted a job. So when hired, they typically didn’t last because people who tend to work in mental health fields aren’t interested in just taking a job. They’re interested in helping people.
So, I led the creative launch of a social and digital campaign targeting “people who want to help people.” I wrote and provided creative direction for a simple landing page where applicants could easily find and apply for jobs they were interested in. In addition to the overall concept development, I was also responsible for copywriting and directing the videos. Even in an economy where many employers are struggling to fill positions, CSG has seen the number of qualified applicants increase.