Brand Strategy
What’s in a Name?
Imagine an organization with 170,000 employees, facilities in over 80 locations around the country—not to mention a few overseas—a leadership team of high-ranking officials, and a history that goes back more than half a century, but they have no name. Imagine the problems they have, trying to attract highly qualified candidates to fill important positions vital to the ongoing success of the organization.
Enter MarCom Group. In 2010, in collaboration with this organization’s leaders, we created a name and a brand identity, designed a logo, and developed messaging, and introduced Air Force Civilian Service (AFCS), the civilian component of the U.S. Air Force, to the employment marketplace. Since then, we have supported AFCS’s hiring and retention priorities with strategy recommendations and insights from our Account Services team, our own HR think-tank, and an agile creative team providing innovative solutions that supercharge our advertising and marketing initiatives.
To sustain their exceptional level of support of the U.S. Air Force’s global mission in air, space, and cyberspace, AFCS must hire more than 10,000 civilian employees annually to fill jobs in over 600 career fields, including mission-critical and hard-to-fill positions in STEM disciplines. To that end, MarCom Group provides a broad range of recruitment and marketing services, including:
- Branding Campaigns, Recruitment Initiatives, and Marketing Materials
- Updates and Maintenance for the AFCS Website, including Career Field Profile videos, an interactive Find-a-Job Map, and the ConnexYou job matching subscription service.
- Multi-Channel Media and Outreach
- Internship Program Development and Support
- Program Monitoring and ROI Analysis
- Data & Resume Mining Tools
- Event Planning and Management
- Salesforce CRM Development and Support
