Challenge

DCAA is a relatively small agency with a large mission. DCAA audits contracts across the vast Department of Defense acquisition portfolio, from tanks and aircraft carriers, to cutting-edge technology, to the very boots of the “boots on the ground.” Despite compelling differentiators as an employer, DCAA struggled to compete with major private sector accounting firms and public-facing government employers. It needed strong branding with the strategy and tools to shape and tell its story effectively.

Opportunity

DCAA wanted a research-informed branding approach and marketing strategy to elevate and support its recruiting efforts. Yes& conducted research to establish a baseline for current recruiting resources and processes, identify DCAA’s differentiators and competitive recruiting landscape, and capture characteristics and communications preferences of its target audiences. We quickly developed strategies, plans, and tools to complete research including:​ ​

• Several focus groups with recently hired DCAA employees;​

• In-depth discussions with the DCAA HR and Communications teams;​

• An exploratory survey of volunteer DCAA auditor-recruiters;​

• One-on-one interviews with candidates who declined DCAA job offers;​

• Comprehensive content and technical audits of DCAA’s website Careers section and all social media platforms;​

• A detailed competitive scan of DCAA’s key government and private sector competitors;​

• In-person observation of the DCAA dedicated hiring event process; and​

• Interviews with hiring event participants.​

Solution

We developed a comprehensive marketing and communications plan, providing recommendations for priority branding, marketing, and partnership initiatives, and products. Adjusting our plan in response to COVID-19 driven constraints, we developed a full suite of branding and recruiting assets, including:​

• A refreshed, consistent recruitment brand and core messaging, including a refined color palette, evocative photo treatment and illustration style, recruitment brand style guide, and branded templates for presentations, flyers, business cards, and documents.​

• A more engaging, user-friendly website, with information and tips to help prospects successfully navigate the federal hiring process; a revitalized social media strategy; and a library of 100+ social posts and 50 blogs targeted to the needs and interests of prospects and applicants.​

• Long-form and short live-action brand/recruiting videos, along with animated social videos, and employee testimonial videos to bring the DCAA story to life.​

• New and revised recruiting collateral and supporting display materials for live and virtual recruiting events, along with a series of toolkits and self-paced online training to help recruiters optimally conduct virtual interviews and participate in and sponsor virtual recruiting events.​​

• An effective inaugural digital campaign to build awareness of DCAA as an employer, actionable plans for future paid digital campaigns, a suite of digital and out of home ads, and a system for measuring ROI.​ 

Result

The recruiting brand refresh was so well received that leadership expressed interest in adopting it agency-wide. DCAA saw immediate increases in website visits, and increased engagement on its social channels. The initial three-week awareness campaign exceeded 5 out of 6 key performance indicators by 45% to 402%. Most important, DCAA gained a flexible arsenal of products, resources, and tools, backed by documentation and training, enabling the agency to take a quantum leap forward in building brand equity and sharing a compelling story to draw talented professionals to a mission-driven, dynamic, fulfilling career.​