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Tom Gjerde: Exceeding Expectations

Tom Gjerde
Tom Gjerde

The California Department of Corrections and Rehabilitation faced a looming staff shortage due to a policy allowing officers to retire at age 50. Tom Gjerde created a $500,000 advertising campaign titled "The Greatest Entry-Level Job in California" using various online, television, radio, and outdoor advertisements. The campaign was highly successful, exceeding expectations by persuading 130,000 individuals to apply to become peace officers and averting the anticipated crisis.

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EXCEEDING EXPECTATIONS
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM In 2006, the California Department of Corrections and Rehabilitation was facing a potential crisis. With a new policy allowing Officers to retire at age 50, it believed it would soon be short of staff.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So the Departments Peace Officer Recruitment Unit was tasked with finding a lot of new recruits. And fast.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So Tom Gjerde penned The Greatest Entry-Level Job in California, a $500,000 advertising campaign.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM With job postings on national career sites such as CareerBuilder, Yahoo and Monster...
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM With radio and cable television commercials, and billboards along Californias major highways... >>Watch Commercial
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM With banner ads on YouTube and MySpace, as well as Google Adwords...
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM In twelve months the recruitment campaign exceeded all expectations, persuading 130,000 individuals to apply to become a peace officer. Academies were filled. Crisis averted.
THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM Tom Gjerde is now a Staff Services Manager I at California Correctional Health Care Services, where he is responsible for recruiting all executives, clinicians and support staff for the 12,000+ organization.
TOM GJERDE Problem Solved.

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Tom Gjerde: Exceeding Expectations

  • 2. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM In 2006, the California Department of Corrections and Rehabilitation was facing a potential crisis. With a new policy allowing Officers to retire at age 50, it believed it would soon be short of staff.
  • 3. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So the Departments Peace Officer Recruitment Unit was tasked with finding a lot of new recruits. And fast.
  • 4. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM So Tom Gjerde penned The Greatest Entry-Level Job in California, a $500,000 advertising campaign.
  • 5. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM With job postings on national career sites such as CareerBuilder, Yahoo and Monster...
  • 6. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM With radio and cable television commercials, and billboards along Californias major highways... >>Watch Commercial
  • 7. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM With banner ads on YouTube and MySpace, as well as Google Adwords...
  • 8. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM In twelve months the recruitment campaign exceeded all expectations, persuading 130,000 individuals to apply to become a peace officer. Academies were filled. Crisis averted.
  • 9. THE CHALLENGE THE SOLUTION THE RESULTS ABOUT TOM Tom Gjerde is now a Staff Services Manager I at California Correctional Health Care Services, where he is responsible for recruiting all executives, clinicians and support staff for the 12,000+ organization.
  • 10. TOM GJERDE Problem Solved.