Organizations are made up of people.
That's why attracting and retaining the right people—those who are passionate about what they do, can work well with others, and know when to step up and step down—is integral.
Central to 180 Degrees Consulting's mission is working with nonprofits to help them maximize their social impact. However, last semester, we realized that many students who were drawn this mission were deterred by the existing image of 180 on campus. The organization was seen as pre-professional, exclusive, and for Econ majors who wanted to go into consulting. In other words, there was a gap between how 180 was seen by others, and how 180 saw itself.
I designed and executed a recruitment strategy that rebranded 180 Degrees Consulting at Tufts in a way that reflected who we were and who we wanted to become — a community that was inclusive and open to students of all academic backgrounds. This included designing a set of posters that appealed to different students who might want to join 180 for a variety of reasons, making our messaging more personable, and featuring 'profiles' of different Student Consultants that spoke about their experiences in the organization—highlighting not only the work, but also the community they had found through it.
The result? A 428% increase in student applications.
And, most importantly, the beginning of a transformation of the organization's culture.
Through our marketing, we began attracting more people with greater diversity of interests and talents, which has seeped down to our organization—making it better, stronger, and ultimately a more fun community to be a part of.