Over a five-year engagement from 2021 to 2026, recruitment marketing had to help qualified candidates see a place for themselves at the FBI. Familiarity with the institution did not automatically translate into an understanding of its career opportunities. The work needed to connect mission, personal motivation, and a demanding application journey across a changing employment landscape.

Strategy in Practice

The work connected brand building with performance marketing. Research and personas informed concept development; qualitative and quantitative feedback helped refine positioning; and live campaign testing informed subsequent creative decisions. Advertising, email, the website, recruitment collateral, and event experiences gave candidates connected ways to learn, consider, and take the next step.