The Challenge
With operations spanning across the U.S. and Canada, a professional tree, shrub, and lawn care company relied on seasonal, skilled field workers to deliver high-quality solutions to customers.
As hiring demand increased across several key markets, the company needed to build a stronger pipeline of qualified candidates for hard-to-fill field positions, including general tree care specialists, tree climbers, and crew leads. Many of these roles require specific skills, making them difficult to fill through traditional recruiting channels.
Key challenges included:
1. Hard-to-Fill Roles
Tree care positions require physical labor, specific skills, and safety training, making qualified candidates difficult to source.
2. Multi-Market, Seasonal Hiring
Seasonal hiring was occurring simultaneously across markets ranging from Colorado and Utah to the East Coast.
3. Need for Localized Recruitment
One national campaign would not be sufficient. Each market required targeted messaging and audience segmentation.
4. Cost Control Requirements
The client wanted to boost candidate flow without increasing recruiting costs, which limited the potential strategies and available budget.
The ProIQ Solution
ProIQ developed and managed localized Meta recruiting campaigns tailored to blue-collar and skilled-field talent.
The recruitment marketing strategy included:
-
- Geographic market and audience targeting in both English and Spanish
- Mobile-first campaign delivery
- Embedded pop-up application funnel
- Recruitment-focused creative assets
- Lead generation campaigns
- Ongoing optimization
Notable Insights
1. Effective Mobile-First Recruitment
2. Performance at Scale
The campaigns' cost-per-click (CPC) remained well below forestry industry benchmarks while generating substantial candidate engagement across numerous hiring regions.
3. Increased Candidate Generation
As campaigns were optimized, lead volume more than doubled month over month, creating a stronger candidate pipeline.
Campaign Results
ProIQ’s recruitment marketing strategies delivered strong candidate generation performance across multiple markets.
- Platform: Facebook and Instagram
- Total Reach: 66,528
- Total Impressions: 160,543
- Total Clicks: 2,279
- Total Leads Generated: 180
- Total Spend: $2,111.40
- Average Cost Per Candidate: $11.73
Performance Improvements
Ongoing refinements to targeting, creative, and campaign delivery enhanced lead-generation efficiency while lowering overall acquisition costs, enabling the program to scale more effectively.
February to March:
- Reach increased by 68%
- Impressions increased 50%
- Clicks increased 67%
- Leads increased 127%
- Click-to-Apply Rate increased 51%
- Average CPC decreased 11%
- Cost Per Lead decreased 35%
Campaign Creative in Action
The campaign featured location-specific recruitment ads tailored to skilled field positions across multiple markets. Creative variations highlighted available roles, employee benefits, and career opportunities while maintaining consistent employer branding.
When hiring specialized candidates across geographically dispersed locations, recruitment marketing must be targeted, scalable, and data-driven.
ProIQ helps companies build recruitment marketing strategies that generate high candidate volume while maximizing efficiency and ROI. Get in touch with us today to learn more.
