Rocket’s successful revamp of their recruiting efforts started with one tag: “Quit your job. Start your career.” I aimed to connect with hard workers stuck in dead-end jobs, looking for opportunities in a job market defined by unrealistic expectations. Becoming a loan officer takes grit and resilience rather than years of experience, so I envisioned a Nike-lite tone that framed our current MLOs as tough-minded athletes getting the compensation they deserve. The result was an impactful paid social campaign on LinkedIn and Instagram that elevated hires month over month and reversed a yearlong decline.
