CASE STUDY:
THE DIA DIVERSITY CHALLENGE

CHALLENGE

Unlike its sister agencies, the Defense Intelligence Agency (DIA) didn’t have name recognition in the career marketplace, especially with the diversity workforce. The DIA knew it was important to their mission to attract more technical diversity candidates, including Hispanic-Americans, African-Americans, Asian-Americans, Native Americans and women, as well as retired and separating military professionals.

SOLUTION

In order to diversify their workforce, the DIA dedicated part of its budget to brand the agency and attract quality talent. Monster Government Solutions developed a comprehensive three-month campaign that reached candidates through eye-catching, patriotic print advertisements, job postings in conjunction with web banners and Monster Government Solutions Web Dragons in partnership with unique, personalized online postcards – all customized to DIA's message – with headlines such as, “Intelligence Isn’t Just What We Do. It’s Who We Are.”

Monster Government Solutions negotiated with each media source to get best possible placement, as well as added benefits including resume database access, unlimited job postings, extended banner schedules and more.

RESULT

After the campaign began, the DIA experienced a significant increase in traffic to its Web site, as well as an increase in resume submissions. Banners and job postings on targeted sites received thousands of hits and hundreds of thousands of views, thus branding the DIA even more to diversity candidates. The DIA has even branded this message within the workplace by using the online postcard system to communicate with fellow employees. Monster Government Solutions' experienced team and tracking systems allowed us to closely monitor each component to ensure it was being utilized in the best way, and to increase the value of DIA's dedicated budget.

Due to the success of the Diversity Plan, the DIA has employed Monster Government Solutions to develop a diversity-oriented campaign to reach high school and college graduate-level students.