Tanager

The Challenge

Tanager is a human service agency serving children, teens and young adults in Linn County, Iowa—an invaluable community resource that is possible only through the good work of hundreds of dedicated volunteers and employees.

Like many organizations across the Midwest, Tanager has faced recruitment challenges since the COVID-19 pandemic. Additionally, Iowa’s historically low unemployment rate—which dipped as low as 2.3% in April of 2022—meant the agency had a smaller pool of qualified applicants to draw from.

To help recruit new employees as their agency grew, Tanager received a grant to promote their openings and increase awareness of Tanager’s work and mission across Iowa. Aiming to use their grant money as efficiently and effectively as possible, they partnered with de Novo to develop a strategy for filling vacancies, both in the short and long run.

Industry

The Work

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Our Approach

We knew that many people who work in the human service industry want a career that allows them to make a change in the world. From our research and our conversations with the team at Tanager, we also knew that one of the biggest factors impacting the retention and recruitment of workers in this field is how much support they receive from their employer.

This is how our concept, “Rise & Shine,” came to life. This concept is all about waking up every morning knowing that as an employee at Tanager, you’ll have the resources and support you need to make a difference—to be a beacon of light and hope for the people you serve.

Our video focused on Tanager’s culture of support as well as their other core values: altruism, compassion, flexibility and community.

Instead of focusing on a single individual, video shots and voiceovers featured the perspectives of multiple staff and positions. This gave us the flexibility to swap out talent if a staff departure occurred, helping to keep the video evergreen so the team could still use it well after their grant cycle ended.

For shorter social media videos, we filmed directly on a phone to match the aesthetic feel of platforms like TikTok and SnapChat. The videos showed an actor portraying a Youth Service Worker—one of the positions they were looking to fill—interacting directly with the kiddos in care. Following the trends of social media, we opted for a “Today I…” format video, revealing at the end that all the fun things showcased in the video were (surprise!) a part of the person’s job.

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The Creative

We knew that many people who work in the human service industry want a career that allows them to make a change in the world. From our research and our conversations with the team at Tanager, we also knew that one of the biggest factors impacting the retention and recruitment of workers in this field is how much support they receive from their employer.

This is how our concept, “Rise & Shine,” came to life. This concept is all about waking up every morning knowing that as an employee at Tanager, you’ll have the resources and support you need to make a difference—to be a beacon of light and hope for the people you serve.

The Results

Campaign success was measured by the number of clicks on the ‘View Openings’ button located on the Careers page of their website. This conversion signified that potential applicants had clicked on the ad to land on the Careers page, and had also taken the next step of viewing all current job openings at Tanager.

The three-month campaign results were impressive: Tanager saw more than 2.7 million impressions with over 17,000 clicks and a total of 1,951 conversions. Today, Tanager’s staff continues to grow, using the content we created to support their ongoing recruitment efforts.