University Talent Recruitment Marketing | SMM & Email Campaign Report Released

The recently published report explains how a team of experts at digital agency Behind the Work coalesced to conceptualize and launch a massive, multi-platform talent attraction and recruitment campaign that helped fill 400 job openings across 11 unique categories at the newly formed business services and administration center UCPath.

Access the full report at

Recognized as the world’s leading public research university system, the UC network includes UCLA, UC San Diego, Berkeley and six other high-profile institutions. In 2016, the UC system approved a consolidation project that would break ground on a centralized organization built to house business-critical information. In the new report, strategists at Behind the Work explain how they conceptualized and launched a comprehensive campaign that culminated in a 100 percent new hire retention rate and over 8 million impressions.

The report notes UCPath’s ambitious hiring plan called for an equally ambitious marketing plan involving a brand awareness component and a multi-platform marketing approach. The resulting strategy would leverage email marketing, social media, content marketing, video production and more to engage, educate, and convert target audiences.

Behind the Work rolled out a blueprint strategy with a brand image component designed to resonate with qualified potential candidates, and a custom campaign website using the newly designed logo and brand identity. Exacting KPIs were established to monitor progress among all implemented marketing assets to ensure goals were being met.

Deployed collateral included over 60 blogs, 80 videos, 2,000+ social media posts, and 100+ email campaigns, the tenor of which laid the foundation for the caliber of talent the campaign needed to attract.

The UCPath campaign ran for more than two years, beginning in September of 2017. Within that timeframe, the agency’s recruitment marketing plan accounted for 23 percent of all UCPath applications and nearly one quarter of all the employees hired.

UCPath Communications Director Jennifer Mushinskie says, “Behind the Work developed a strategic recruitment campaign that exceeded our hiring goals and dramatically increased our online visibility. They were fantastic, and communications efforts were above par.”

With the release of their new report, Behind the Work explains how a deep understanding of the mission, values, and ideal candidate profiles for UCPath drove lead flow and engagement to outperform initial expectations and become the institution’s second-largest source of hires.

Learn more at

Behind the Work

2130 Elmwood Ave.

United States

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