Case Study: Building a Stronger Future for New Mexico’s Children

Transforming CYFD’s Foster Care and Workforce Capacity Through Strategic Recruitment & Communications

The Challenge

In fall 2024, the New Mexico Children, Youth and Families Department (CYFD) faced two urgent, interconnected challenges:

  1. Recruit More Foster Families — to ensure more children could be placed in safe, loving homes faster.
  2. Strengthen the Workforce — to reduce high vacancy rates in the Protective Services Division and ease the pressure on overextended caseworkers.

Both goals required more than just advertising jobs or placing recruitment ads. They needed a data-driven strategy, streamlined processes, and strategic communications to mobilize New Mexicans to take action.

The Strategy

JJS & Associates partnered with CYFD to design and implement a two-pronged plan:

  1. Foster Family Recruitment
  • Launched a targeted, statewide marketing campaign.
  • Applied a “Lead to License” process to streamline steps, reduce delays, and guide interested families through the licensing process.
  • Created culturally relevant, locally resonant messaging to connect with families in every region of the state.

Results:

  • 376 New Mexicans expressed interest in becoming foster/resource families.
  • Achieved this with $150,000 in marketing investment — far exceeding national ROI benchmarks for child welfare recruitment ($500–$2,000 per licensed family).
  1. Workforce Recruitment
  • Deployed high-impact, targeted campaigns to reach qualified candidates for Protective Services positions.
  • Used modern recruitment platforms, optimized job descriptions, and employer branding to appeal to mission-driven applicants.

Results:

  • Generated 1,200+ highly qualified applicants in record time.
  • Significantly expanded the candidate pool despite a 26% vacancy rate in Protective Services.

The Operational Hurdle

While recruitment numbers were strong, outdated technology (Benti system) and limited staff capacity slowed the pace of licensing and hiring.

To address this, JJS & Associates worked with CYFD to identify opportunities to:

  • Shift internal resources toward high-impact tasks.
  • Outsource strategically to speed up bottlenecks.
  • Realign licensing operations for greater efficiency.

It’s not glamorous — it’s the “bureaucratic sludge” — but fixing it is essential to turning recruitment success into real placements and hires.

The Strategic Communications Edge

Recruitment success didn’t happen by accident. It was fueled by intentional, well-crafted messaging that:

  • Made it easy for people to take the first step.
  • Automated follow-up to keep them engaged.
  • Reinforced trust by connecting opportunities to CYFD’s mission and values.

When you combine strategic communications with operational efficiency, you make it easier for people to help — and they will.

Expert Perspectives

Dr. Deb Shropshire, former Director of Oklahoma’s Child Welfare Services:

“This is the kind of intentional, data-driven recruitment work that moves the needle — not just in numbers, but in building trust with families and communities.”

Trish Howell, national child welfare consultant:

“The results in New Mexico meet national best-practice standards. More importantly, they reflect a community’s willingness to step up because they care deeply about their children.”

A State That Cares

The biggest takeaway from this project? New Mexicans care — deeply. That includes the dedicated public servants inside CYFD.

By combining clear calls-to-action, automated communication, and continuous data-driven improvement, CYFD is transforming goodwill into measurable results for children.

This is more than a win for CYFD — it’s a win for our children, our communities, and the future of New Mexico. JJS & Associates is proud to stand alongside CYFD in meeting these challenges head-on, from innovative recruitment to the critical, behind-the-scenes operational work that makes change possible.

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