The recruitment campaign aims to hire qualified candidates for New Penn Financial's retail business channel. It will utilize various outreach methods including emails, events, and social media. The 17-piece campaign will highlight benefits of joining New Penn such as training, tools, culture and career growth. It targets branch managers, loan officers, underwriters and processors. The campaign execution will be led by marketing, recruiting and retail leadership teams and run over 112 days with periodic touchpoints.

1. New Penn Financial
Recruitment Campaign:
Take Charge of Your Career

2. Recruitment Strategy
Goal: The goal of this recruitment strategy is to secure highly qualified,
best in market candidates for our Retail business channel.
Solution: Through a combination of prospecting, recruiting events,
networking and social media we will roll out the recruitment campaign
with an opening email that is specific to point of contact (warm and cold
version) The campaign is comprised of eighteen (17) varied
communication pieces, some containing videos, collateral links or
redirects. The overall objective of each is to describe New Penn,
advantages to joining New Penn and New Penn systems.
Target Prospects: Branch Managers, Loan Officers, Underwriters,
Processors
Stakeholders: Marketing, Recruiting, Retail Leadership

3. 1. Opening Email
Cold Opening Email
Email subject line: Do you want to take
charge of your career, learn more
about New Penn Financial…
Warm Opening Email
Email subject line: Thank you for
considering New Penn Financial

4. 2. A Little About Us
• Company Mission Video
• Links Product
Differentiator eBook
and ICIMS Career page
• Email subject line: The
New Penn Advantage

5. 3. Intelligent Onboarding
• Email subject line: Make
a Smooth Transition

6. 4. Operational Excellence
• Operations
Infographic
• Email subject line:
New Penn’s
Operational
Excellence

7. 5. Business Development
• Email subject line:
New Penn takes
your business to
the next level

8. 6. Marketing Tools
• Infographic
• Email subject line:
New Penn’s top notch
tech takes your from
app to beyond closing

9. 7. Personal Branding
• Email subject line: Elevate your
personal brand with New Penn
marketing tools

10. 8. Sales Tools
Email subject line: Have a
memorable experience now &
later
Email:

11. 9. Products
• Link to Product
Differentiator
eBook
• Email subject
line: New Penn
provides a
solution for
every scenario

12. 10. Tools for Referral Partners
Email subject line: New Penn has tools that will impress your referral
partners

13. 11. Training and Professional Development
Email subject line: Training & Development for your success

14. 12. Post Closing
Email subject line: We'll help you keep in touch even after closing

15. 13. Benefits
• Infographic
• Email subject
line: Benefits
of joining
New Penn

16. 14. Corporate Culture
• Email subject line: Be as good
as the company you keep

17. 15. Presence
• Link to
newpennfinancial.com
• Email subject line: New
Penn has you covered

18. 16. Lunch and Learns/
Meetings In a Box
• Includes clickable links
to the presentations
• Email subject line:
Become a subject
matter expert with
New Penn

19. 17. Testimonials
• Email subject line: At New Penn we accept nothing less
• Video Message from John Callahan

20. Direct Mail
Charger: Postcard:
Marketing Booklet:

21. Social Media Graphics

22. Social Media Graphics
• Raise Brand Awareness
• Target Your Audience
• Build Relationships
• Track Results
Click Below to Learn More:

23. Topics for Discussion
• Where do the live touch points hit during this process – and
from whom? By branch manager? Regional manager?
Operations person? Underwriting?
• Should we include a sample script or message from the folks
above?
• Do we need to add the process flow of a full cycle recruiting
process? (Marketing action vs. recruiter and/or recruiting
manager?)
• What happens after the email campaign hits the end? Post
recruiting campaign for a monthly reaching out touching
base

24. Topics for Discussion
1. Opening email - 24hrs
2. Take Charge of your Career – 7 days
3. Make a Smooth Transition – 14 days
4. New Penn’s Operational Excellence –
21 days
5. New Penn Takes your Business to the
Next Level – 28 days
6. New Penn’s top notch tech takes
you from app to beyond closing –
35 days
7. Elevate your personal brand with
New Penn marketing tools – 42 days
8. Have a memorable experience now
& later – 49 days
9. New Penn provides a solution for
every scenario – 56 days
10. New Penn has tools that will impress
your Referral Partners – 63 days
11. Training and development for your
success – 70 days
12. We’ll help you keep in touch even
after closing – 77 days
13. Benefits of joining New Penn – 84
days
14. Be as good as the company you keep
– 91 days
15. New Penn has you covered – 98 days
16. Become a subject matter expert
with New Penn – 105 days
17. At New Penn we accept nothing less
– 112 days