INSIGHT
Due to workers needing to be in close proximity to manufacturing plants, a strategy targeting potential candidates by location — specifically those in the top four in-need markets — became a priority. Additionally, to remain competitive in the marketplace for talent, it became imperative to incorporate aspirational messaging in the campaign to speak to the true value and growth potential of working at AFNA. The current AFNA careers page, which did little to communicate the brand’s core values, mission or vision – or a sense of what it is like to be part of the AFNA team, was sterile and failed to connect to these potential applicants in a deeper, more meaningful way.
