Louisiana Job Connection
Louisiana Job Connection is a unique job-matching website that matches job seekers with opportunities that match their unique skill sets and experiences.
The site was born out of the need for growing Louisiana employers to find in-demand talent. As the state's business climate improved from 2010-2014, Louisiana Economic Development realized that to continue to retain and attract high-growth companies it needed a way for them to quickly identify and recruit talent to meet their needs.
Working with a team of partners, we concepted the site over several months with input from state agencies, companies, recruiters and job seekers, ultimately launching in August 2014. The site has distinct registration processes and displays for its two primary users--job seekers and employers--as well as a built-in blog and help feature. Once users enter their profile information, they are matched instantly based on an algorithm that factors in skills, education, location, industry preferences, salary requirements. The system is able to go beyond 'reading' the text to interpret it and identify related skills. This allows the job seeker to see opportunities they might otherwise have not considered and employers get more well-rounded matches.
Post-launch, the site went through constant iterations to improve on its design and functionality based on feedback from users.
the campaign
The marketing campaign that accompanied the launch of Louisiana Job Connection was primarily focused on job seekers and not employers (employers were recruited through a traditional sales strategy). The in-state campaign was all about the match--and falling in love with your job again. In addition to traditional Google Ads, online ads with kitschy and offbeat. Short videos were used for pre-roll and on social media to draw users to the site
the results
As of January 2016, 1,786 employers were registered on the site with 4,401 jobs posted and 53,232 job seekers were registered and eligible to be matched with jobs.
Awards:
2015 Silver Telly Award: #JobLove Online Video Commercial Promotional/Branding
2015 Silver People's Telly Award: #JobLove Online Commercial
2015 Bronze Telly Award: #JobLove Online Video Art Direction
2015 Addy Awards--Best of Show (Broadcast): Job Love Video Campaign
2015 Addy Awards--Best of Show (Copywriting): Louisiana Job Connection Integrated Campaign
2015 Addy Awards--Gold Award: Louisiana Job Connection Integrated Campaign
2015 Addy Awards--Gold Award: #JobLove Video Campaign
2015 Addy Awards--Gold Award: #JobLove Whooper Internet Commercial
2015 Addy Awards--Silver Award: #JobLove Internet Commercials
2015 Addy Awards--Silver Award: #JobLove Dancer Internet Commercial
2015 Addy Awards--Silver Award: #JobLove Honoree Internet Commercial
2015 Addy Awards--Silver Award: #JobLove High Five Internet Commercial
As Senior Director of Marketing and Communications for Louisiana Economic Development, I assumed the role of project director for Louisiana Job Connection and was wholly responsible for its launch and success. I built a team of agencies to design and develop the site as well as build the PR, social media and online advertising campaigns to support it. Ultimately we created an internal staff of seven to manage the project with partner agencies for marketing and development.
Agency Partners: Vinformatix, Tommy's TV, Elbow Room, BBR Creative, Click Here Publishing, STUN Design and Interactive, Covalent Logic
Internal Team Members: Chelsea Harris, Danielle Russo, Greg Durbin, Jamie Nakamoto, Lindsay Flaherty, Katie Shingleton, Lauren Fournerat
““Your passion and drive are some of the things I admire about you. Your incredible leadership made our jobs much easier and I can’t imagine having to accomplish such a task without you.””