GW Plastics Recruitment Campaign

GW Plastics faced a major challenge in attracting job seekers and enticing them to pursue a rewarding career with them. Their facilities are situated in remote locations in Vermont and after continually drawing from these small communities , the pool of potential candidates was dwindling.

With a number of positions to fill, GW needed help. With some creative thinking and a suite of digital marketing tools, we started out with a discovery phase, working with GW to figure out just how, when and where our efforts could be most effective. Then came the strategy. A solid plan to reach, attract, engage and convince candidates to join the GW team.

We quickly realized that to achieve meaningful results, our recruitment campaign had to cast a wider net, reaching into surrounding communities. Across all media to the optimum target audience – high school seniors and up in strategic areas around the region.

The right message. The right place. The right time.

Our tactics incorporated both traditional media and digital (mobile and desktop) approaches that leveraged the latest technologies and techniques.

• Online Outreach and Retargeting Ads
• Display Ads via Precise Geofence Targeting
• Google Display & Video Ads
• Social Media Ads
• Boosted Job Postings on Employment Sites
• Broadcast TV Commercials
• OTT (TV streaming services) Commercials
• Radio Spots
• Local Newspaper Ads

The three – month campaign hit home on every level with focused creative and solid messaging that cut through the clutter. Ads followed the audience where they were, carefully served and delivered according to the master plan – social, online, on air, streaming and traditional print.

Unique landing pages captured ad-click traffic from delivery channels to be tracked and measured. Visitors who didn’t convert at first were enticed again through retargeting, seeing a different ad the next time they browsed online.

Success was measured and analyzed through the usual metrics: impressions, clicks, views, shares and conversions. And GW Plastics was always in the loop with up-to-date weekly reports on all engagement data. We conducted monthly sync-up meetings to fine tune our efforts – what works best, where are the strongest results coming from – and used that metric-driven insight to adjust advertising spend based on a channel’s performance.

And it worked. Audience engagement well-exceeded industry standards. Applications were received in record-breaking numbers. Website traffic increased dramatically. And maybe most importantly…new jobs were created.

Great news for the company. Great opportunities for the people of central Vermont.

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