When the usual approach stops filling roles, it's time to try something new. The campaigns below show how real employers, from a small city to a regional manufacturer, used creative, social and targeted digital advertising to reach more qualified candidates.
In this article, we explore three FCC employee recruitment case studies highlighting the success of our advertising strategies to attract top talent. From targeted social media and digital advertising to creative and geofencing approaches, these case studies provide valuable insights into how strategic advertising can make a significant impact on your recruitment efforts.
CASE STUDY: Compelling creative and social helps city recruit engineers
Even in an uncertain job market, finding top-level technical talent can be difficult, especially when the positions aren’t in major metropolitan areas.
Challenge:
A city needed to hire engineers, but was having trouble reaching the right candidates. Distance from the region’s major metropolitan areas and a population just under 40,000 people added to the challenge of attracting talent.
Solution:
We used a combination of display ads and social strategy to highlight the city’s strengths. New animated creative ads provided details qualified candidates needed to know, painted an appealing picture of the work and qualities from the area. Keyword research was more specifically targeted to engineering appeal to area candidates.
Results:
The combined approach was a success. The display campaign drove a strong click through rate of .18%, while the social campaign drove a 2.48% click through rate. The city saw a sharp increase in qualified candidates.
Insights:
It is important to leverage creative and social strategies that highlight the unique strengths and qualities of your business to attract top talent, especially in challenging recruitment situations. Tailoring ads to appeal to specific candidate preferences impacts the success of a recruitment campaign.
CASE STUDY: Social and digital campaign helps bring new applicants to hiring event
Hiring events are successful when you market to the right people.
Challenge:
A business looked to fill numerous positions and hosted a hiring event. They were looking for qualified candidates to attend the event and submit applications.
Solution:
We focused advertising efforts on social media and digital ads with addressable, keyword and geofencing targeting to reach the right people. These tactics drove interest and participation in the hiring event.
Results:
The advertising strategy drove 30 new online applications with 44 people attending the hiring event.
Insights:
The success of your hiring event depends on targeted marketing efforts reaching the right audience through social media and digital advertising. Using addressable, keyword and geofencing targeting enhances maximum visibility and engagement from potential candidates, resulting in higher applicant turnout for your hiring events.
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The full article is a chapter in The Employer's Guide to Recruitment Marketing.
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