Shelby Catalano

The rise of skills-based hiring—or hiring based on the potential for skills rather than traditional measures like degrees—opened a major discussion in the recruitment and workforce world. To establish its thought leadership in the market, Wilson needed content and lead generation to bring in qualified prospects who required advisory and recruitment assistance around building sustainable workforce models. I conducted deep market research, interviewed key internal subject matter experts, outlined, and wrote an extensive report on the findings around skills-based hiring for us to go to market. I also strategized an entire campaign map of how these assets would convert visitors and what their journey looked like throughout every step. Additionally, I worked with our designer on detailed diagrams and visualizers (see skills ontology below) to better articulate the way a skills-based approach is properly executed. This valuable content converted qualified leads and brought considerable, engaged website traffic. After doing more research internally, I worked with our data analyst to create the skills map workbook, which is an interactive PowerPoint template anyone can use to create their own skills tree for a job position or function.

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As the campaign lead and content expert on our team for this project, I was able to work with Wilson's internal vendors and also create multiple webinars about skills-based hiring that continued to validate our expertise and thought leadership in the space.