Office of Personnel Management

Challenge

After the Infrastructure Investment and Jobs Act became law in 2021, the subsequent hiring surge demanded swift and effective action from the Office of Personnel Management’s Federal Staffing Center to boost recruitment efforts. FSC needed to market open HR positions quickly, amid the winter holidays.

Solution

The Federal government’s hiring process is typically a prolonged experience, spanning several months to a year before vacant positions are filled. OPM’s Federal Staffing Center was tasked with promoting job openings in a fraction of that time. With a quick turnaround in mind, FMP partnered with FSC’s Staff Acquisition Office to deploy a full-scope digital marketing campaign. We delivered social graphics, social media and email copy, and 508 compliant video vignettes, standard and audio descriptive, to be distributed to OPM’s networks.

Results

Well-received by OPM’s publics and leadership, our efforts led to more than 100 application submissions within 24 hours of campaign deployment, and over 700 organic views on YouTube videos. After the success of this campaign, OPM asked FMP to support more marketing special recruitment initiatives, resulting in expanded reach, increased development of original media for hiring campaigns, and thousands of impressions per communication item.