Careers In Nonprofits:
I 🧡 My Job
As lead marketer for Careers In Nonprofits, I repositioned the staffing boutique away from corporate competitors using a simple, universal message.
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Social Media Engagement: On a zero dollar budget, I rebranded an underperforming corporate
message into a universal brand platform, growing an unengaged LinkedIn audience from 12K followers
to an active community of 54K.
Careers In Nonprofits is a leader in nonprofit staffing.​ But their marketing was failing to engage their audience.
Brand distinction was a problem. They weren't positioning against the competition. In fact, it was difficult to distinguish Careers In Nonprofits communications from big corporate staffing firms.
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Then I 🧡 My Job concept came to mind. Its popularity was apparent after coffee mugs with the slogan were gifted by Careers In Nonprofits at candidate workshops.
Candidates began emailing or messaging on social media asking "Where can I get one of those mugs?"
When popular demand stayed consistent. The decision was easy to position the brand around the I 🧡 My Job mission.
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The communications refresh created an opportunity for the brand to craft marketing that had a broader, emotional appeal. The target was nonprofit professionals, yet the audience had the potential to be even bigger.
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I 🧡 My Job speaks to the power of a deeply, universal message.
