Challenge
A major metropolitan fire department faced a lack of workforce diversity, with historical stereotypes limiting applications from women and people of color. Awareness efforts alone weren’t enough to inspire action or break down cultural barriers.
Solution
- Localized outreach: Neighborhood-specific ads featuring diverse firefighters emphasized inclusion.
- Authentic storytelling: Real-life firefighter stories dispelled myths and inspired candidates.
- Digital engagement: A revamped website and dynamic retargeting nurtured candidates through targeted ads and email campaigns.
- Personalized communications: Tailored messaging kept candidates engaged and supported.
Results
- 2.2M impressions
- Increased diversity
- Cost efficiency
