Like many manufacturers in West Michigan, Haworth is experiencing recruitment and retention challenges among their manufacturing employees. Taking insight learned from the market research Next conducted, we developed an employment brand campaign focused on a “Welcome to the Family” theme. Working closely with Haworth and Media Place Partners, Next created social, digital and radio assets and messaging based on the many reasons people should consider joining the Haworth family. The campaign launched in July, 2018 in Holland, MI and is currently serving as a beta test for national markets. Once proven successful, the campaign will extend to six other regions across the country.