Good Jobs Birmingham

01 — Project details

Birmingham needed to fill a growing number of high-quality healthcare roles—but many residents lacked the awareness, access, or support to enter these career pathways. The City launched Good Jobs Birmingham, a training and mentorship initiative designed to connect job seekers with the tools they need to succeed.

To ensure this effort made a real impact, Markstein's campaign had to feel approachable, inclusive, and empowering—while clearly guiding people to the right resources based on their individual needs.

02 — My role

As lead copywriter for Markstein, I was responsible for crafting GoodJobsBham.com site and ad copy to:

• Reflect the voice of the campaign: encouraging, empowering, and actionable

• Break down complex career pathway info into digestible language

• Help write a career pathway quiz that guided users to the right partner organization

• Support targeted media with headlines, CTAs, and ad copy that drove clicks and conversions

• Ensure copy aligned with persona-based messaging developed through extensive research
  

03 — Solution

I wrote clear, inclusive, and motivating copy across every touchpoint, including:

• Homepage: Simple, powerful messaging about access, opportunity, and next steps

• How It Works: Broke down a potentially overwhelming process into simple steps

• Career Pathways: Explained entry points into healthcare in plain, human language

• Quiz Content: Copy for a guided pathway quiz to connect users with personalized resources

• Ad Campaign: Created copy variations for paid social and digital ads that were audience-specific and conversion-focused

The tone was intentionally supportive—positioning the program as a resource and partner in each job seeker’s journey, not just a platform.