The Challenge
A major food manufacturing company was preparing to open a new facility in the Midwest and needed to hire over 300 employees. The roles included:
- Electricians
- Maintenance Mechanics
- Material Handlers
- Production Workers
- Sanitation Staff
The company faced two core challenges:
1. Low Candidate Volume
Their strategy relied heavily on job boards like Indeed and ZipRecruiter. This approach failed to drive the necessary applicant flow.
2. Lack of Brand Recognition
As a relatively young company, they lacked name recognition in the area. Candidates didn’t know who they were or what they produced, despite supplying private-label products to well-known retailers.
The ProIQ Solution
ProIQ developed and executed a manufacturing recruitment strategy combining targeted social media advertising, direct mail, and billboard campaigns. This integrated recruitment marketing approach helped increase employer brand awareness, attract qualified candidates, and support high-volume hiring for the new facility.
Key Strategy Pillars:
1. Targeted Social Media Advertising
Why:
Most cost-effective and scalable.
How:
- Hyper-local targeting within a 20-mile radius of the facility.
- Psychographic filters matched job roles to user behavior and interests.
- Grouped similar roles for efficient ad spends.
- Used pun-driven creative copy: “Hungry for a new career?” to tie into the brand’s snack-focused products.
2. USPS Direct Mail Campaigns
Why:
Reached offline job seekers in key zip codes.
How:
- Mailers were sent to routes where household incomes aligned with entry-level compensation.
- QR codes with UTM parameters allowed ProIQ to track engagement and conversion.
- Used SimpleTexting: Candidates could also text keywords like “CAREERS” to a local number and receive application links with UTM parameters to track engagement and conversion.
3. Billboard Advertising
Why:
Executive team wanted brand visibility on daily commuter routes.
How:
- Strategically placed billboards on high traffic commuter routes.
- Promoted “Text JOBS to XXXX” CTA for easy mobile engagement and receive application links with UTM parameters to track engagement and conversion.
The Results
- All 300+ positions filled over the course of the campaign.
- The campaign was renewed three times over 15 months.
- Rapid adaptation to changes, including a late-stage $1,000 sign-on bonus, required complete redesign and reprint of collateral, which was handled without disruption to campaign flow.
Key Takeaways
- Nearly 4,000 candidates generated
- Social media yielded the best ROI
- Direct mail and billboards enhanced local awareness
- ProIQ’s rapid, data-driven approach ensured successful staffing, even under high-pressure timelines
Struggling to attract and obtain top-tier candidates? Contact ProIQ today to learn how we can help fill all your open roles.
