Ellen McCandless

Strategic Planning
Conducted a full social listening overview of Alaska Airlines and Horizon Air's employer brand platforms.
Collaborated with several departments to create an employer brand strategy that embodied Alaska Airlines and Horizon Air's employee value proposition.
Developed content and a content calendar around the employer brand strategy to elevate the brand messaging.
Coordinated across teams to design 7 LinkedIn content series highlighting employee stories, travel perks, career pathways and more.

Brand Awareness
Grew external employer brand awareness for Alaska Airlines and Horizon Air by increasing engagement, reach and page views across LinkedIn, Facebook, Glassdoor and Indeed.
Built internal awareness with an employee content library to educate and encourage Alaska Airlines and Horizon Air employees to participate and share company culture on social media platforms.
Managed paid and organic social media marketing campaigns for the talent acquisition team.

Reporting
Created an employer brand dashboard to monitor daily reporting on content and campaign performance. Developed a biweekly reporting email and a monthly review deck to share across departments.
Increased LinkedIn engagement by 498%, Facebook engagement by 162%, Glassdoor page views by 33% and Indeed page views by 18% in 2022.

Social Media:
o Designed and created content for Facebook, Instagram, Twitter, YouTube, Pinterest and LinkedIn.
o Developed organic and paid promotional content for 23 stores/donation centers, The Goodwill Technical College, 7 mission programs, events, and fundraisers.
o Worked with local Instagram influencers and bloggers to help promote shopping and donating with Goodwill.

Marketing:
o Developed and distributed promotional materials to reach target audiences through a variety of channels including websites, social media, newsletters, radio, billboards, commercials, and direct mail.
o Created and executed targeted advertising campaigns across multiple outlets including social media, online pop-up ads, radio, newspapers, magazines, billboards, direct mail, and television.
o Created and compiled data from online surveys that were disturbed to the public and the organization.

Communications:
o Designed and distributed materials for specific purposes including annual reports, graduations, mission programs, fundraising events, and public relations.
o Organized and executed media relations with local news outlets to create online and televised content focused on Goodwill’s mission work, donating, fundraising events, and creative outlets on how to piece together original costumes and outfits by thrifting.
o Coordinated and managed yearly donation drives and educational events for local colleges in order to promote Goodwill’s environmental efforts and the environmental impact of donating gently used goods.

Fundraising:
o Four years of co-running Goodwill SELA’s biggest cocktail fundraising event, The Goodwill Ball.
 Raised a total of $28,987 in 2019 and $40,506 in 2018.
o Managed the annual Give NOLA Day, a 24 hour online fundraising event.

 Developed and maintained a regular posting schedule on all social media sites.
 Increased organic likes to Yalobusha’s Facebook page by 1,258.
 Increased organic followers to Yalobusha’s Twitter by 1,118.
 Increased organic followers on Yalobusha’s Instagram by 623.
 Created several published press releases.

• Interned in the Communications Department.
• Coordinated a successful company holiday gift hand out.
• Organized and distributed a more efficient regional wide directory.