Campaign
Be the Reason
Be the Reason is a call to action. It puts candidates and employees at the center, the accountable actors of change.
Challenge
50Prior to launching the new employer brand, leadership of a division of HII expressed hesitation in participating the new employer brand campaign we co-created with HII TA, recruiters and hiring managers.
Assignment
Test the campaign in a real-world setting to gather data, and test assumptions.
Solution
Design and launch a 4-week recruitment marketing campaign targeting some of HII’s hardest to hire roles. in order to test the strength of the creative and gather baseline data and learnings while driving applications.
Approach
3-Pronged
Highly targeted
- 70% LinkedIn: Targeted
- 15% Indeed: Search
- 15% Google Ads: Organic
Audience
Hard to Hire
- Software Security Engineers
- Cybersecurity Engineers
- Devops Engineers
Results
Total Apply Starts - 13,067 (exceeded goal of 11,200)
1.3%-1.7% CTR per ad. *Average (CTR) for Sponsored Content is 0.44%