Campaign for the U.S. Department of Health and Human Services (HHS) to recruit Gen Z to health careers.
The need
- The U.S. faces a significant shortage of health workers, a problem expected to persist.
- HHS aimed to create a new web section to attract and support aspiring health professionals by summarizing numerous key resources.
- The challenge: Make the information comprehensive yet clear and appealing to first-time job seekers.
My Approach
- Began by reviewing content for clarity and then took full ownership of the writing, implementing my recommendations.
- Identified key themes from dozens of resources and grouped them into meaningful categories to form a clear narrative.
- For example: why work in health, pathways into health, job demand, types of health careers, and support in pursuing a health career.
- Aligned the messaging with Gen Z values.
- For example, highlighting a job with a purpose, impact, and job security.
- Refined the content strategy based on user interviews with health students and professionals.
- For example, addressed their fears of student loan debt by creating a financial support page about scholarships and loan repayment options.
The solution
- We developed a dedicated section on HHS.gov that allows users to navigate based on their stage in the journey (student vs. experienced professional).
- I used plain and actionable language in navigation labels.
- For example, I renamed “Health Workforce Initiative” to be “Join the Health Workforce” for clarity.
- I implemented SEO-optimized metadata and cross-linking within HHS.gov to increase findability and reach.
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