Jewish Family and Child Service: Faces of JF&CS
Social media campaign promoting staff culture to assist HR recruitment initiatives.
Role
Marketing/Communications
Industry
Social Welfare
Timeline
Internship (8 months)
Overview
During my time at JF&CS, I worked across HR and marketing on a mix of onboarding, recruitment-focused content, and public-facing campaigns. Some of this work was more strategic, and some of it was simply about keeping things running.
The most meaningful part of the role for me was figuring out how to turn existing information and content into something more useful , especially when it came to making their services more visible to the community.
HR Visibility & Recruitment Context
My first major project on the HR team started as an internal onboarding video for new hires. I filmed staff interviews across the organization, with the original goal of creating an internal HR resource to inspire and motivate new hires.
Partway through the project, it became clear that HR was struggling with visibility. Hiring outcomes were being tracked, but there wasn’t much public-facing content that showed who worked at JF&CS or what it felt like to be there.
I was asked to take the interview footage and turn it into a social media initiative that could support recruitment and employer branding.
Turning Onboarding Footage into Social Video
Rather than publishing a single long video, I proposed turning the interviews into a structured, ongoing campaign that could live on social and scale over time.
The focus was on:
• Making staff visible as people, not titles
• Creating consistent, reusable recruitment assets
• Giving HR content that aligned more directly with hiring KPIs
This became Faces of JF&CS.
Campaign Structure
The campaign was designed as a system with clear components rather than individual posts.
Teaser/Intro Video
The teaser acted as the entry point. It introduced the concept of Faces of JF&CS and set expectations for what the series would be about.
Intent
• Establish the campaign identity
• Signal consistency and longevity
• Create anticipation for upcoming staff features
Individual Staff Feature Videos
Each staff member received their own short-form video, edited from the interview footage.
Design approach
• Question/Answer format with supporting motion design
• Natural pacing and avoid scripted feeling
• Subtle motion and text to support, not distract
The goal was to let people speak for themselves, while still fitting into a recognizable series format.
Campaign Branding
To make the campaign feel intentional and cohesive, I created a lightweight brand system specifically for Faces of JF&CS.
Lower Third
Motion Design Question Screen
Motion Design Nametag
Video Content
Editing Considerations
Motion was used lightly and with purpose.
Key considerations
• Most videos would be watched on mobile
• Content needed to feel inviting, not over-produced
Text animation and motion elements were designed to add clarity, guide attention, and reinforce the campaign identity without overpowering the interviews.
Outcome and Impact
Faces of JF&CS turned a one-time onboarding project into an ongoing recruitment asset.
• HR gained a reusable content library
• Staff visibility increased across social channels
• The organization presented a more human, transparent image to potential applicants
Most importantly, the campaign gave HR content that felt aligned with their goals, not just marketing output.
Reflection
This project pushed me to think beyond deliverables and into systems, rollout, and longevity.
It reinforced how much impact can come from reframing existing material, and how design decisions around structure, pacing, and identity can turn internal content into something outward-facing and valuable.
