NPPD maintains a workforce of approximately 3,500 employees, many of whom work to maintain safe and secure critical cyber networks and infrastructure. In a highly competitive recruiting environment, NPPD needed to improve its brand awareness within the cyber industry and create more effective recruitment programs to attract qualified job candidates.
FMG identified untapped approaches to reaching critical talent pools, and building a lead generation pipeline of highly-qualified cybersecurity candidates. In addition to conducting an analysis of historical organizational data and market trends, FMG conducted a workforce study to supply formative research results to inform a unique NPPD Employer Value Proposition (EVP). This positioning guides the development of engaging recruitment materials and onboarding programs that will attract and retain high-quality, “good fit” employees.
Through the work, FMG was able to identify key areas that were barriers to candidate interest, such as pay and benefit misunderstanding and the job application process. Additionally, FMG created a campaign to promote the impactful and rewarding purpose and work found at NPPD. Additionally, FMG identified key events, conferences and organizations within the cyber and gov-tech industries to align NPPD with, for broadened audience reach and industry collaboration and conducts social media listening and sentiment analysis.
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Vice President, Marketing