Award-winning campaign strengthens interest in water careers
May 13, 2025
AWWA Articles
Award-winning campaign strengthens interest in water careers
An impactful communications campaign to promote career opportunities at Great Lakes Water Authority (GLWA) will be honored at next month’s American Water Works Association (AWWA) Annual Conference and Exposition (ACE25) in Denver, Colorado.
GLWA, which provides water to nearly 40 percent of the state of Michigan, will receive AWWA’s Public Communications Achievement Award for an organization for its successful “Tap In” initiative to recruit highly skilled and motivated talent for its workforce and position the utility as an employer of choice.
The campaign resulted in a 19% increase in job applicants, a 100% increase in visits to GLWA’s careers page and a 138% increase in visits from new users to the GLWA website.
“As a long-term strategy, ‘Tap In’ showcases GLWA as a forward-thinking, inclusive, mission-driven and highly rewarding career destination,” said Michelle Zdrodowski, GLWA’s chief public affairs officer. “It targets a new generation of workers who may not have considered careers in the water sector and positions GLWA professionals as environmental stewards and protectors of public health who provide essential services.”
Targeting critical roles
To develop the campaign, GLWA first determined which of its critical staff positions were hardest to fill and experienced high turnover. The utility then created six profiles on which to focus recruitment efforts: facility leadership, science-focused careers, mid-level facility roles, operations, administration, and skilled labor specialists.
GLWA’s public affairs team developed engaging materials featuring the talent, passion and diversity of staff members representing a spectrum of operational areas, backgrounds and job functions.
The advertising assets included a 30-second commercial that ran on Comcast channels and audio spots on iHeart Radio stations. Digital and social media campaigns generated nearly 1.8 million impressions and more than 740,000 video views across platforms. Printed materials including posters, flyers and information cards were placed in businesses, libraries, barber and beauty shops and convenience stores throughout Detroit and surrounding communities.
“The campaign was targeted at young, diverse job candidates and their career influencers within a 30-minute commute radius of its facilities,” Zdrodowski said. “Our clear message was that water sector work is impactful, challenging and rewarding.”
Applying lessons learned
At the completion of the first round of the initiative, GLWA worked with a focus group of staff members and external community partners to discuss the campaign’s visibility, diversity and public perception. The feedback helped the utility prepare for the launch of its second round of the campaign,
The latest phase of the campaign features updated content, including online videos, digital and movie theater ads, expanded social media outreach and interactive content.
“Tap In offers a model for how utilities can attract, engage and inspire the next generation of water professionals,” Zdrodowski said.
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