MCFA faced two significant recruiting challenges: A lack of name recognition and a shortage of qualified, talented applicants to fill job openings. They needed a strategic recruiting campaign to increase general awareness among recent college grads and experienced mid-career professionals – and position MCFA as a company with plenty of opportunities for motivated and driven employees.
HMX worked with MCFA to outline the objectives and define the key value proposition from which all tactics stemmed from. We then built a strategic framework around those with a new campaign concept - THE REAL MUSCLE BEHIND OUR TRUCKS. The campaign highlighted the real reason behind MCFA's success - their employees. Each creative deliverable focused on a different employee's perspective on why they were the real muscle behind MCFA.
Photography for the campaign was especially important because we wanted to showcase real employees, enjoying what they do, taking pride in being part of MCFA and in showing off their "guns" while they are at it.
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