Hiring Ad Campaign

Ad Campaign Promoting Job Opportunities at GoodwillNMI

The “Work for Good” ad campaign for Goodwill Northern Michigan showcased the organization’s commitment to its employees through authentic storytelling and compelling visuals.

Featuring real employees and bold headlines highlighting key benefits—such as healthcare and three weeks of paid time off—the campaign spanned digital platforms, print ads, outdoor billboards, in-store bag stuffers, and tabletop displays. This multi-channel approach effectively resonated with job seekers, leading to the rapid fulfillment of many open positions across key locations, including traditionally hard-to-hire markets.

The campaign’s success underscored the power of purpose-driven messaging in attracting talent.