Partnering with Guide Dogs for the Blind (GDB), the largest guide dog school in North America, NAS developed an employment brand, career site content, marketing tools and a referral program for the organization’s employees.
guidedogs.com/careers/After discovery that included focus groups with key career areas, NAS developed several brand concepts for consideration. Key value propositions include the organization’s mission, culture and career potential. Using GDB’s fonts and colors, our selected employment brand plays off of the name (“guide you here”) and allows the flexibility to target various job families.
Creating copy, design and assets for integration into the existing GDB site, we focused on telling the story as effectively and efficiently as possible. In addition to overview and benefits information, the career section now includes job family pages. This gives specific candidates information and testimonials relevant to them, while providing a targeted destination for marketing efforts.
To create a consistent experience, NAS developed several items for a recruitment marketing toolkit. These included roll-up displays, an editable flier and a mission poster. We aligned content on Glassdoor and LinkedIn to coordinate with the brand. And we rewrote multiple job postings to better tell their story.
To promote ongoing awareness of the employee referral program and bonus, we worked on a complete communications program, including quarterly posters, a handshake card, a flier and branded banner for the intranet site. The GDB Rufferral Program now has the attention it deserves.
