The Defense Intelligence Agency (DIA) is a component of the Department of Defense and the United States Intelligence Community. They collect and analyze military-related intelligence about political, economic, industrial, geographic, and other matters, to inform civilian and defense policymakers about the military intentions and capabilities of foreign governments and non-state actors.
Importantly, the agency specializes in the collection and analysis of human-source intelligence (HUMINT), both overt and clandestine, at locations around the globe.
DIA had an ongoing need to recruit qualified candidates for hard-to-fill Intelligence positions, especially HUMINTs. Many of these specialized positions require native-speaker fluency in foreign languages and cultures.
MarCom Group was called upon to help identify qualified candidates for these hard-to-fill positions. Starting with market research and analysis, we developed a communication and outreach plan to target former military personnel and ethnic enclaves around the country where potential recruits could be found.
Using digital banner ads on general and specialized online job boards, we were able to generate interest and provide DIA with promising candidates throughout the campaign. We also supported and publicized DIA hiring events with local media, print ads, and radio spots. The hiring events MarCom Group publicized produced record numbers of attendees who participated in on-the-spot interviews, and many of whom received conditional offers of employment at the events.
To maximize positive impressions at the events and other recruitment venues, we produced a dramatic and engaging 60-second commercial. This was used in a variety of ways, including the introduction to an interactive DVD presentation promoting careers at DIA and exploring 12 distinct occupations.
