Rocket’s successful revamp of their recruiting efforts started with one tag: “Quit your job. Start your career.” In the search for new mortgage loan officers, my aim was to connect on a genuine level with our primary audience: hard workers stuck in dead-end jobs, looking for opportunities that didn’t require years of experience. Becoming a loan officer takes grit and resilience, so I envisioned a Nike-lite tone that framed our current MLOs as tough-minded athletes getting the compensation they deserve. The result? An ensuing paid social campaign on LinkedIn and Instagram elevated hires month over month and reversed a yearlong decline.
