Empowering Florida’s Workforce Through Strategic Storytelling

Leadership In Action

Overview:

CareerSource Florida, an integral player in Florida’s workforce development, partners with state leaders and organizations such as the Florida Department of Education and FloridaCommerce to promote business and job seeker services. Their mission is to empower Floridians and foster economic growth through strategic partnerships, integrated multi-channel campaigns, thought leadership, content marketing and paid media initiatives.

I led the development of a dynamic social media content strategy, delivering short-form videos, carousel posts and custom thought leadership pieces. These efforts resulted in some of the highest engagement rates at The Moore Agency—surpassing industry benchmarks with an average engagement rate of 8%, compared to the typical 1-2%.

Strategic Approach:

Workforce development serves a range of audiences with varying needs, education levels and demographics. My strategy centered on simplifying complex topics into accessible, engaging formats. I prioritized short-form content that resonated with audiences, ensuring brevity, clarity and relevance.

Understanding the power of authenticity, I championed the use of real stories and visuals—success stories, event photos and videos—capturing the impact of workforce initiatives. By fostering a strong feedback loop with CareerSource Florida's team, I secured real-time, on-the-ground visuals from events across the state. This approach strengthened audience connection, elevated the brand’s storytelling and increased engagement rates.

Key Results:

• Developed a scalable content engine across corporate and thought leadership channels.

• Enabled CareerSource Florida President and CEO Adrienne Johnston to enhance thought leadership through personalized content and active community management.

• Achieved consistently high engagement rates, positioning CareerSource Florida as a leader in workforce development.

Individual Contributions:

• Client management

• Content development and planning

• Copywriting / script development

• Creative collaboration

• Content publishing

• Community management

• Crisis and disaster management

• Data and analytics