About the Episode
About the episode: It’s the episode that you’ve been asking for–an employer branding campaign from a university. On this episode of “I Wanna Work There!” we’ll learn about efforts at the University of Massachusetts Amherst to increase their job applications and re-engage their faculty and staff.
Our guests break down three things:
- How UMass crafted their employer value proposition,
- What they learned about their prospective and current employees in building their campaign, and
- Thoughts on how institutions can resourcefully begin their employer branding efforts.
Key Takeaways
- Start with Research: Comprehensive qualitative and quantitative research can uncover internal sentiment, external perceptions, and key challenges to address in an employer branding campaign.
- Crafting an EVP is Crucial: An EVP tailored to prospective employees can help shift focus from generic institutional features to benefits that resonate—like flexibility, professional growth opportunities, and strong community ties.
- Address Internal Sentiment: Engaging current employees and amplifying their voices during the branding process ensures authenticity and creates internal advocates.
- Think Beyond Higher Ed: For employer branding, universities should look at competitors in other industries like retail, tech, and healthcare to inform their strategy and remain competitive.
- Leverage Internal Resources: Collaborating with on-campus creative teams can cut costs while ensuring campaign alignment with the institution’s broader brand identity.
Why UMass Launched an Employer Branding Campaign
UMass Amherst faced a post-pandemic hiring challenge, with 260 open positions across a wide range of disciplines—from dining hall staff to nuclear reactor technicians. Massachusetts’ historically low unemployment rate (2.5%) added to the difficulty of attracting talent, particularly in a competitive job market.
Hank Pankauski emphasized that, while the university’s branding for student recruitment was robust, they lacked a targeted strategy for attracting employees. Many prospective job seekers were simply unaware of available opportunities, and the university wasn’t effectively communicating its benefits—like pensions or access to professional development resources. These challenges called for a concerted effort to position UMass as a top employer, not only in higher education but within the broader Pioneer Valley region.
Building the Campaign: Research-Driven Insights
Ology, the creative agency UMass partnered with, conducted extensive research to shape the campaign. Their qualitative and quantitative discovery processes uncovered three key challenges:
- Lack of Transportation: UMass Amherst is located in the picturesque but remote Pioneer Valley, making it difficult for job seekers without reliable transportation to commute.
- High Cost of Living: The area’s affordability was a concern for many potential employees, particularly those in entry-level positions.
- Employee Sentiment: Current employees were stretched thin, often doing the work of multiple people, which created burnout and could potentially dissuade prospective employees.
Despite these challenges, Ology identified UMass Amherst’s strengths, such as its close-knit community, access to professional development, and supportive work environment. These insights helped shape an employer value proposition (EVP) that framed the university as a place where employees could thrive both personally and professionally.
Highlighting UMass’s Unique Value Proposition
The employer branding campaign emphasized three key messages:
- Opportunity for Growth: Employees at UMass Amherst benefit from professional development opportunities and access to higher education resources. For example, one dining hall chef used his job to build a nest egg for his food truck business while enjoying stability and health benefits.
- Community and Connection: Despite challenges like transportation, employees described finding a sense of belonging and community at UMass, which the campaign leveraged to create an inviting message.
- Work-Life Balance Benefits: The university promoted its benefits, such as free subscriptions to resources like The New York Times, access to an on-campus movie streaming service, and comprehensive health insurance options.
By tailoring these messages, the campaign appealed to both prospective employees and current staff, rallying the campus community around a shared vision of UMass as a great place to work.
How the Campaign Was Received
Internal Reactions
The campaign has been met with enthusiasm on campus. Employees featured in ads reported feeling like campus celebrities, and others have expressed excitement about sharing the campaign materials with friends and family. Hank noted that internal engagement has increased significantly, with employees requesting campaign assets to promote job opportunities within their personal networks.
External Impact
Externally, UMass is beginning to see the effects of the campaign. Early indicators suggest improvements in the volume and quality of applications, as well as a positive response to employer branding materials like digital ads and videos.
One innovative aspect of the campaign was its use of first-party data to track applicants through the hiring process. This allowed UMass to send follow-up messages, keeping prospective employees engaged and informed about their application status.
Lessons Learned and Advice for Institutions
Look Beyond Higher Education
Matt Nessler emphasized the importance of analyzing competitors outside of higher ed to inform employer branding strategies. UMass Amherst looked at industries like retail, tech, and hospitality to understand how to differentiate itself in a crowded job market.
Utilize Internal Resources
Hank highlighted the value of collaborating with internal teams—such as UMass’s creative and photography departments—to produce high-quality campaign materials while saving costs.
Focus on Internal Advocacy
One of the campaign’s goals was to create internal advocates who would champion UMass as an employer of choice. By engaging employees in the branding process, the university built authenticity and strengthened morale among its current workforce.
Start Small and Scale
For institutions with limited resources, Hank recommended starting with small, manageable initiatives like organic social media campaigns or internal newsletters. These can amplify an employer branding campaign without requiring significant upfront investment.
About the Show: I Wanna Work There! takes a look at how colleges and universities can develop competitive, compelling employer brands. Join us for an honest and solutions-based look at the issues that surround institutions positioning themselves as employers of choice.
About The Enrollify Podcast Network: I Wanna Work There is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Confessions of a Higher Ed Social Media Manager and Talking Tactics.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit: Exciting news — many of your favorite Enrollify creators will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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