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 was brought in to design and execute an integrated recruitment marketing campaign. The goal was to build employer brand awareness and attract candidates quickly and cost-effectively.
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.
