How Generation uses secure, trackable links to raise awareness of economic mobility.
Generation runs employment programs in 17 countries, and for years every country tracked its links differently. Here's how 18 workspaces became one system - and what it did for the campaigns that connect graduates to jobs.
Goal
Raise awareness of programs across 17 countries, and see which campaigns actually reach candidates.
Blocker
Regional teams ran siloed systems and generic shorteners that didn't sync.
Constraint
Give every country autonomy without losing organizational consistency.
Outcome
One MarTech infrastructure across every market, with 18 workspaces under shared best practices.
Summary
Over the last ten years, Generation, a global nonprofit organization headquartered in Washington, DC, and present in 17 countries, has helped more than 125,000 adults find high-quality, stable jobs. With a strategic approach to programming and outreach, Generation has enabled thousands of graduates to achieve personal growth, higher income, and economic mobility.
With Rebrandly, Generation found a powerful link management platform that strengthens brand awareness on social media, improves engagement with corporate partners, and supports long-term organizational growth.
“Rebrandly empowers us to keep tabs on our campaign performance worldwide.”
Juliano Allegrini
Global Head of Marketing
Overview
Generation's job doesn't end at graduation - it ends when someone gets hired. That's what its marketing has to move.
Education is supposed to be a stepping stone to a better life, but for many students, the real challenge is what happens after graduation.
Generation connects the dots between earning a degree and achieving greater economic mobility. Headquartered in Washington, D.C., Generation has helped more than 100,000 graduates in dozens of countries find employment within 180 days of graduation. Generation's programs support young adults in overcoming systemic barriers across various industries and professions. Program offerings include web development, data analysis, solar energy, machine operations, and other in-demand sectors. Each initiative connects graduates to sustainable careers, equipping every individual with relevant workforce skills.
The challenge: Unifying link management strategies across global teams
Seventeen countries, each solving link tracking their own way. Autonomy was working; consistency wasn't.
Generation comprises a global hub and a network of in-country affiliates that span 17 countries working in sectors like technology, healthcare, and green jobs. Using inbound campaigns and social media marketing, Generation targets diverse audiences actively searching for employment opportunities.
The shape od the network
1
global hub, Washington DC
17
countries with in-country affiliates
18
separate workspaces, 10,000+ links
Every affiliate runs its own campaigns. The problem was never autonomy - it was that nothing rolled up. As Global Head of Marketing, Juliano Allegrini focuses on improving engagement and connecting candidates to the best opportunities in the United States, Ghana, and Colombia. With hands-on campaign mobilization and a deep network of global partnership organizations, Generation relies on strategic marketing to increase campaign efficiency and public awareness. Before Rebrandly, Generation team members lacked a cohesive and systematic approach to branded link creation and tracking. Regional marketing teams were stuck using siloed systems that didn't sync well, making collaboration more difficult.
Before
Generic shorteners, country by country
Marketing team members in certain countries used generic link shorteners to create and share new marketing assets.
After
One branded platform, 18 workspaces
Each country keeps its own space and campaigns, under one set of organizational best practices.
For instance, marketing team members in certain countries used generic link shorteners to create and share new marketing assets. As the organization scaled operations, it became apparent that these one-off solutions were less effective than a cohesive branded link management platform like Rebrandly.
Solution: Multiple workspaces with a unified MarTech infrastructure
Workspaces gave each country its own room to work in — and gave the hub one place to see all of it.
Generation uses Rebrandly to create secure, trackable links that are consistent across teams. Rebrandly offers a centralized and user-friendly way to monitor and track UTMs at scale for new marketing assets. What the remote teams do with it
Tracking links with UTMs and in-depth analytics
Customizing branded links to appeal to a specific target audience
Managing 18 separate workspaces and over 10,000 unique links
12
Weeks in a single campaign
Generation might create several hundred marketing assets to share across different platforms and inbound channels.
It's much easier to measure results when each asset gets a customizable unique link with Rebrandly.
“Rebrandly supports all of our countries with powerful MarTech infrastructure, best practices, analytics, and overall efficiency with our marketing activity. This empowers us to keep tabs on our campaign performance around the world.”
Juliano Allegrini
Global Head of Marketing
Managing teams within Rebrandly is one of Generation's biggest wins, spurring more marketing growth and cross-functional support. Now, each country can run its unique campaigns using features like QR codes and bulk uploads while still adhering to the organizational best practices for marketing.
Impact
Four million clicks is the marketing number. The one that matters is what happened at the end of them.
Rebrandly has significantly reshaped how Generation shares and distributes content to its vast global network. By leveraging custom links and UTMs for mobilization campaigns on social media, the nonprofit can reach more people, track campaign progress, and continually improve its economic impact.
4M
asset clicks generated across Generation's global network in the past year
86%
of program participants find a job within 180 days of graduation.
In the future, Allegrini anticipates incorporating Rebrandly into essential employee onboarding and training. This strategy not only gives new marketing team members an advantage when sharing assets faster, but it also puts more actionable link data to use across the organization.
“Now we're focused on evangelization - spreading the word about how Rebrandly empowers our marketing efforts and makes our organizational goals easier to achieve.”
Juliano Allegrini, Global Head of Marketing
