WORKFORCE CAMPAIGN

ABS Kids, a leading provider of Applied Behavior Analysis (ABA) therapy, aimed to create an engaging Employer Value Proposition (EVP) to attract more behavioral therapists. We conducted extensive research, including engaging with over 35 employees such as LRBTs, BCBAs, Clinical Leadership, and Support staff through four roundtable discussions, seven leadership interviews, and collected pulse surveys from 722 respondents. Our findings highlighted the strong culture and dedication of ABS Kids’ staff, with key insights revealing that “Wow” moments—when a child makes a breakthrough—are a source of immense pride and joy for the team. These moments serve as motivators for the staff and underscore the significant impact ABS Kids has on the children they serve. This sense of fulfillment and purpose became the central theme in crafting the EVP, aimed at resonating with candidates and reflecting the organization’s commitment to making a difference in children’s lives.

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Recruitment themeline development

ABS Kids EVP Four Paths Diagram.png

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ABS Kids EVP Logo.png

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EVP path process

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Themeline activation

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ABS Kids advertisement 1

ABS Kids advertisement 1

ABS Kids advertisement 1

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Credits: This project reflects the collective contributions of a diverse team in various roles. To respect privacy, individual names have been omitted.