Federal Deposit Insurance Corporation (FDIC)
Challenge:
As with many government agencies, the FDIC is faced with the challenge of replacing employees approaching retirement or transitioning to the commercial sector and recruiting college graduates with business and financial degrees. They sought to determine the state of their current recruiting practices with the goal of enhancing future recruiting communication efforts. LeapFrog Solutions (LFS) was tasked with conducting the research and developing a comprehensive, updated strategic recruitment program. Their goals were to: identify stages of the recruitment process and decision making process; gauge reaction to various marketing and outreach strategies; gather feedback on hiring process and initial interactions and impressions of FDIC; and solicit ideas and advice for improving processes and interaction.
Solution:
LFS conducted four (4) onsite focus groups of 8-10 people each in four locations across the country: San Francisco, Dallas, New York and Atlanta. These groups consisted of recently hired FDIC employees (within the past two years), as well as junior and senior college students who were pursuing careers in business, finance and accounting
LFS conducted telephone surveys of 600 college placement officers to: benchmark their attitudes, awareness and familiarity with the FDIC; identify the preferred recruitment relationship between potential employers and the university; inventory existing usage and resources for college placement offices at various universities and colleges; assess, from the administrator’s perspective, key needs and desires of the student population that possessed a background in areas of interest to FDIC; and determine the type and breadth of materials and resources needed by local placement offices.
Result:
After the research was completed, we worked with FDIC to develop an overall marketing plan for base lining recruitment communications efforts to ensure clear, consistent communications that are understood by the target audience. This plan will be used to develop a comprehensive recruitment communications strategy that strategically integrates all communication vehicles and ensures a cohesive brand and unified messaging.
