Sherry Matthews Group
Marilyn Carter
Creative Services Director
Sherry Matthews Group
Austin
Texas
Educational or Promotional Campaign (greater than $100,000)
WorkInTexas.com Campaign
Texas Workforce Commission
Rich Terry
Contributor: Gretchen Hicks
Title: Art Director

Contributor: José Marrero
Title: Strategy/Multicultural Director

Contributor: Laura Townsend
Title: Account Director

The Texas Workforce Commission relaunched the WorkinTexas.com job-matching site in 2019 to introduce a more robust and modern web platform. The WorkInTexas.com campaign aimed to drive employers and job seekers to the new and improved WorkInTexas.com website, connect them to career exploration information and tools, and increase access to jobs and workforce talent. WorkInTexas.com competes with much larger brands in the job search space, so we tailored messages to distinct groups to highlight tools and resources specifically designed to help connect employees and employers with the jobs best suited for them.
We targeted two main groups with the campaign, those looking for work and employers who needed to fill jobs. The job seeker target included people ages 18 to 49 of all races/ethnicities, including message and creative targeting for veterans and people with disabilities. The campaign also targeted employers.
The WorkInTexas.com campaign met its goals of raising awareness about the new and improved site for job seekers and employers. The campaign used informative and engaging creative through various mediums including video, radio, outdoor, digital, social and outreach/PR campaigns to make the target audience aware of the website and its many job-matching opportunities. Outreach events and job fairs were successfully held in various cities in Texas. Ultimately, the website saw an increase in registrations and the paid media campaign generated more than 107,000,000 digital impressions overall.
WorkInTexas.com became more engaging and accessible to its target audience with the development of the WorkInTexas mobile application. The promotion of this app became more important and relevant once the COVID-19 pandemic started and continued to affect employment rates. The app and website became a great option for those seeking job opportunities and employees during a time of lower unemployment and need to get back to work. The campaign made a point of bringing attention to this mobile app through the development of a pre-roll video and social/digital promotion that highlighted the app’s features and job opportunities for Texans.
The Texas Workforce Commission’s WorkInTexas.com job-matching site offers job seekers 24/7 access to job postings, resume tools, and career planning resources and services while offering employers a way to search for and match their jobs to qualified workforce talent.
https://www.youtube.com/playlist?list=PL0GeAs3JwPl8d0AN8rfGFuK9Q4Q1l9MPU