Already a year into their Leadership for Better Health programs, RWJF was without the digital tools necessary for future cohorts to learn, apply and engage with existing program participants. In subsequent calls for application, RWJF was looking to fulfill its brand promise of Building a Culture of Health by sourcing applicants across diverse sectors and backgrounds.
Alongside partner agency, The Metropolitan Group, Guru developed a suite of online recruitment portals for each leadership program under one cohesive brand identity. The sites featured clear paths to application, resources for program education, and a dynamic content section. Guru trained existing cohort with a multi-channel engagement strategy that empowered the participants to showcase their program work by developing featured content for the web portals, creating more participant, partner, and media interest in the programs.
The years following the launch, RWJF Leadership for Better Health saw record numbers of applicants and more importantly, diversity in applicants across sector, region, race, gender and socio-economic status. Existing program participants became more engaged in communicating their work to larger audiences and supporting the RWJF Culture of Health banner, connecting their work to the culture at large.