The Client


Marmon Rail Companies needed to hire 1,000
employees across their three companies at multiple
locations in the U.S. and Canada. After meeting with
Moxie, the Marmon team discovered they had many
questions about their ideal recruit. Who is the ideal
recruit? Where do they go to learn about jobs?
How could we engage them in a recruitment
campaign? To answer these questions, Moxie
conducted interviews of more than 30 employees to
build profiles to better understand how to reach and
engage the ideal recruit to apply for a job.


Discover the ideal candidate
characteristics for Marmon Rail
employees as they are and how
they will change for the future.

Current Employee Interviews

  • Discovery of commonalities, differences, and characteristics of employees at the three companies.

Our Solution

Persona Development

  • Based on the interviews, we created personas that vary by age, experience, and gender.

Messaging and Imagery

  • Based on the persona details, messaging and imagery were designed to speak specifically to the targeted audience. This included a tagline, important recruitment messages, and corresponding imagery.

The Results

This project kicked off by prioritizing research for a better understanding of the target audiences.

The messaging and imagery developed resonated with the audiences, causing them to take action.

As an added bonus, the increase in recruitment initiatives also increased
overall brand awareness, which supports the long-term employment funnel.

Collateral included posters, mailers, social media, website updates, print and digital ads, photography, video, a calling campaign, and a career fair kit.