Solution: There's strength in numbers. That is the basic idea behind the Cincinnati Companies' Diversity Initiative. NAS developed an ad series using highly creative, four-color concepts in a large format (a half-page newspaper ad). Cincinnati-area companies that value diversity were invited to participate in this joint venture. Each participant supplied both their logos and website addresses to appear, alphabetically, in the ads. Readers were directed to visit each company's website to learn more about their career opportunities. The ads were placed in minority publications and rotated with a total of 12 ad placements over the course of a year. Because the cost of the ads was shared by all participants, NAS' clients were able to get more bang for their buck, and at the same time, showcase their organizations' desire to hire minority candidates to foster workforce diversity.

Results: Participating companies have been very pleased with the highly positive results. "The feedback was excellent," said Jenifer Tertel, Regional Director of Recruiting at Mercy Health Partners. "Candidates, other HR professionals, and our own people have had nothing but good things to say about the look, feel, and message of the campaign. And best of all, the ads attracted top minority candidates that have joined our team."