Branding and Recruitment Services Contract Vehicle for OPM CTS - MarCom Group, Inc.

In 2008, MarCom Group Inc. was named by the U.S. Office of Personnel Management (OPM) as a Center for Talent Services (CTS) contractor to deliver products and services to Federal agencies in support of their recruitment efforts.

To compete for America’s top talent, Federal agencies must employ a variety of recruitment, media, and public relations strategies, as well as targeted special events, to promote the employment opportunities they offer recruits. Building and presenting a unique brand that differentiates them from public and private recruiting competitors is imperative to ongoing success. The agency brand guides and informs all communications: from traditional print and broadcast media to electronic media and podcasts to collateral material.

MarCom Group is available under the OPM CTS contract vehicle to build powerful recruitment brands for Federal agencies which highlight their unique missions, workplace cultures, management practices, and career opportunities. Branding efforts target and appeal to an audience that is diverse geographically, ethnically, and culturally. In addition, measuring and evaluating the results of recruitment and branding strategies to determine return-on investment (ROI) is an integral part of every initiative. Under this OPM CTS vehicle, MarCom Group, having created the original campaign and themes, recently completed an update to the branding and recruiting campaign for the General Services Administration (GSA). MarCom Group updated GSA’s “You Can Do That Here” recruitment message for four key occupational groups: Realty, IT, Contracting/Acquisitions, and Financial Management. MarCom Group recommended specific media for attracting recruits for these specific groups and placed ads that drew thousands of applicants to GSA’s online application site. GSA continues to use the materials created by MarCom Group. MarCom Group is currently assisting the Defense Contract Management Agency (DCMA), under OPM CTS, in updating its brand and recruitment efforts. MarCom Group developed an Employment Value Proposition (EVP) and Realistic Job Previews (RJP) designed to paint an attractive, but accurate, picture of the opportunities and benefits available at DCMA. To ensure the accuracy of these representations, MarCom Group completed a series of focus groups with DCMA employees from around the country. Additionally, MarCom Group developed and conducted a recruitment training program for DCMA recruiters to help attract top candidates in engineering, quality assurance, contract management, finance, and program management. Currently, MarCom Group is developing visual and message brand attributes, as well as a comprehensive media strategy to reach DCMA’s recruitment targets.

The OPM CTS contract vehicle utilizes MarCom Group’s GSA AIMS (Advertising & Integrated Marketing Solutions) schedule and is thus available to Federal and appropriate state agencies. Interested agencies should contact either MarCom Group or OPM CTS.