A pandemic. High unemployment. Over 100 new hires needed.

And the campaign that helped overcome all obstacles.

Minnetronix Medical partners with global companies in the design, development and manufacturing of medical devices focused on radiofrequency (RF) energy,  fluid and gas management, optical systems, and stimulation and active wearables. The St. Paul, Minnesota-based company grew quickly during the last several years, requiring additional talent. To meet this need, Minnetronix embarked on its first formal hiring campaign.

The Challenge:

In March 2020, while the COVID-19 pandemic was rapidly spreading, Minnetronix was growing. Internal numbers indicated it needed to hire  more than 100 full-time employees in 2021 to meet customer demand.

Although the small but mighty company HR team was more than capable, Minnetronix needed additional resources in the extremely tight job market. So the  company turned to its employees. “Key to our success, they are our best ambassadors. We asked for their help and empowered them with everything they needed to help spread the word about working here,” said Carolyn Baldus, Director of Communications at Minnetronix.

This included a new recruiting campaign and tools to implement it effectively.

“With a need for so many new hires, we really wanted to devise an entire campaign around our efforts. It was a huge endeavor, but we knew if we  brought a lot of energy and fun to go with it, it would be successful,”  Carolyn said.

The Solution:

The internal communications team created the “Impact 2021” campaign, including internal and external messaging. But to really elevate interest and attention, the message required standout branding and graphics.

Carolyn connected with Jen Leonardson of Oxyjen Design to design the campaign, including a logo and other digital assets. She told Jen she wanted something bold that captured the interest of internal and external  audiences in emails, social media campaigns and other collateral.

“Being at a critical time in our company’s growth, there was a lot of energy around this campaign,” said Carolyn. “Jen was extremely responsive to our needs, listening to our objectives and asking a lot of great questions. Then, she got to work.”

Jen created the “Impact 2021” logo and digital assets that Carolyn and her team could use in emails and digital ads. She also created a new employee onboarding toolkit to help team leaders stay on track with the onboarding process.

The Results:

The “Impact 2021” campaign launched the first week of March 2021 and the response was tremendous. The company provided employees with the tools and information to easily tell their social media networks why Minnetronix was a great place to work.

“Not only were our employees excited about the campaign and proud to spread the news of our employment opportunities, I believe having a cohesive theme for our campaign and all our recruiting materials, something we lacked before, was critical in this phase of our growth,” Carolyn said. “Jen presented us in a polished and branded way that garnered attention for our messaging and helped us exceed our hiring goals. We were so pleased with her work, that we have hired her for additional projects.”

At-A-Glance:

1. Because of rapid company growth, Minnetronix needed to recruit, hire and onboard more than 100 people in less than a year.
2. To  meet this need, the company enlisted its employees as Minnetronix  ambassadors and created a formal recruiting brand, campaign and ambassador tools from scratch.
3. Jen Leonardson of Oxyjen Design collaborated with the team and designed multiple cohesive, standout visuals for the campaign.
4. The  company rolled out the “Impact 2021” campaign – internally and  externally – in March 2021 to great enthusiasm. Employees were heavily  engaged in spreading the word about Minnetronix. The company exceeded  its hiring goals and continues its growth trajectory.