socially recruiting warehouse staff
TRANSCRIPT
A case study for Warehouse Staff
SeptJu
l
Aug
Blue Sky Digital Marketing were given the brief to help recruit seasonal staff for
a major distribution centre via Social Media. The campaign was scheduled to
start in July, with staff required by September.
Background to the CampaignThe client was a major home delivery
retailer whilst also having stores across the UK. The distribution centre was the
hub for all stock to go to homes and retail stores. 300 staff were required to
cope with the demand of Christmas.
We designed a behavior led campaign – looking at the types of people who may
be interested in temporary, seasonal work and how they used social media in
their own world.
By basing our approach on this we could target and engage the attention of people who would be suitable and
interested in the opportunity.
Approach
InterestAbility
Finding the perfect local candidate
The ideal candidate was briefed as being someone local available for temporary work, fit, dedicated and flexible enough to work around the demands of the job.
Due to the poor transport links and unsociable shift patterns, a driving
license was preferred.
Candidate Persona
The strategy was to funnel interested applicants to a dedicated landing page on the
client’s website to apply directly.
This allowed the client to measure results and applicants went directly into their ATS.
Dedicated Twitter and Facebook pages were to
be created, only to be used for employment purposes, so that the retailer’s own accounts
would be kept separate.
Plan of Action
The flow of applicants
Dedicated Landing
Page
Facebook Twitter
Our target applicants are active on Facebook and Twitter for their own personal social
reasons.
By using these social media networks it allowed us to reach applicants where they are,
in order to increase awareness of the jobs.
Deciding which platforms to use
Twitter was used to engage accounts with access to large numbers of potential
applicants e.g Sports clubs, driving instructors, universities, the local community etc to raise
awareness of the opportunity ‘round the corner’
We channeled traffic from Twitter direct to the landing page or to Facebook to find out more
information
Targeting Applicants on Twitter
Facebook was used to create a pool of interested candidates using targeted paid advertising to pull people from their own social media feeds
into ‘liking’ the official ‘work for’ Facebook page. Here we were able to channel them to the
landing page to apply directly into the ATS.
We also responded to numerous enquiries and requests for further information, often late in the
evening and at weekends.
Targeting Applicants on Facebook
So that the job opportunities could reach a wide audience in the local area we used ‘engagement’
alongside content.
By approaching and connecting with accounts that matched the behaviors of the ideal
candidate (restaurants, universities, bars) we could create added awareness of the jobs to the
local community.
Engaging with the Local Community
The engagement plan composed of two main areas:
Engaging with local Businesses Engaging with the local community
Tweets advertising the jobs were interspersed throughout the campaign in order to funnel users to the landing page.
Content on Twitter
In a similar manner on Facebook a mixture of information, news and reasons to work with the brand (make Christmas amazing for your
family, go skiing in January, deliver Christmas for our customers, be part of an amazing team etc) alongside direct opportunities to apply.
Content on Facebook
Paid AdvertisementA paid Facebook advertisement campaign was
also undertaken. This campaign included:
Boosted posts and adverts that targeted the general area, in order to increase reach so that the local community could ‘tag’ other Facebook
users in who would be interested...
Targeting passive candidatesTargeted posts and advertisements for those who may be interested in the jobs but who
weren’t actively seeking via job boards etc.
Results of Paid AdvertisingOn advertisements
multiple likes, shares, comments and ‘tags’
(mentioning a friend who may be interested so it then shows up in their
notifications) were achieved – amplifying the
content across all their networks (the average number of friends on a
facebook account is 338)
Who we ReachedThe accounts reached a total of 249,021
people across the two social media networks; 209,640 on Facebook and 39,381 on Twitter.
The ages and gender of those who we reached with the Facebook page
The areas we reached on Twitter
Who Talked About us This led to a total of 4141 interactions
between the two accounts – being links clicked, likes, shares, retweets or favorites – with 3049 interactions on Facebook and 1074 on Twitter.
The ages and gender of those who interacted with the Facebook page
The gender of those whoInteracted with the Twitteraccount
OutcomesThe initial plan was to provide 300 staff to help with the seasonal rush. In the first week of the social media campaign, 69 applications were
made. By the campaign end, nearly eight weeks later, the warehouse was fully staffed.
07807 912721
www.blueskydigimarketing.co.uk
Helen PritchardManaging Director
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