From this insight we developed a messaging platform that told a clearly defined Customer Service Agent story. We communicated the challenges, expectations and requirements while answering the question, “What’s in it for me?”. This platform was put into practice as part of a recruitment marketing campaign that centered on storytelling. The stories demonstrated how as an Agent, you have an opportunity to make a real impact on the lives of customers. We built a microsite to align with this message and provided potential candidates with further detail regarding the role.