Our Response:

During discovery it was identified that the BCE brand wasn’t often considered amongst their target audience.

In order to achieve our goals, we created a two-pronged approach to firstly build awareness of BCE and their job opportunities, as well as acquire new leads for their HR team to nurture.

We identified four key audiences and did a deep-dive to understand their motivations and pain points when it came to employment. From there, we designed audience-tailored ads using the BCE branding and campaign taglines and developed targeted, geo-located campaigns for each audience on Facebook, Instagram and LinkedIn.

The campaigns ran for 3 months and utilised a mixture of carousel, single-image and video ads to help portray the culture and benefits of working at Brisbane Catholic Education.

The Results:

The campaign generated over 20,000 clicks through to the BCE job landing page – where they could continue on to apply for a job or join the expression of interest forms.

LinkedIn campaigns drove high-quality leads at a cost per click of $1.26 and Meta campaigns were averaging $0.35 per click – proving an affordable way to reach their audience.

The best performing creative was the unbranded content – proving a valuable learning for the next iteration of recruitment advertising