The Challenge

The City of Allen wanted to attract quality candidates to government roles in a competitive space where other cities and employers attract potential candidates. The City also wanted to emphasize the brand values of community and teamwork that are essential to their vision.

The Strategy

After speaking with the client and researching the market, our team concluded that people want to serve with purpose and to have an impact in their community. They want work to be purposeful. Working for the city of Allen is a great way to achieve both. The idea was to show actual city employees at their jobs across different divisions and highlight specific value statements about how their impacts their life as well as those they serve.

The Results

The idea “Work That Matters” was created and executed in materials.  The ads linked to a landing page where prospects could apply to open positions, not only the ones featured in the ads. The city was able to