Recruitment Marketing

Looking for staff?
Don’t look in all the wrong places. We all know potential applicants aren’t always looking for a change of employment until the right opportunity is put before them. That’s where we come in.

The Service

LET’S FIND UNICORNS, TOGETHER.

Rather than use traditional recruitment channels, we’ll use paid social media to make sure your ads are in the right place at the right time.

While traditional recruitment methods like LinkedIn or Seek are undoubtedly fantastic converters of warm or hot applicants, you’re missing out on the majority of potential recruits who don’t even know they need a new job …until they see you.

Paid social media gives you an advantage over your competition by putting your job ads in front of people during their day-to-day scrolling.

Our goal is simple: dominate the small screen through creative that shares the ‘what’ and ‘why’ join you. With hyper-localised geo-targeting we can ensure we’re finding people within the location you’re hiring.

The Process

1

IDENTIFY

Identify your brand proposition. We need to convince people why they should choose you in the first place.

2

Share your employee’s stories – EVP and proof points about why people like working for you.

3

CREATE

Create ads that stop people in their thumb scrolling tracks.

4

report

Let’s see what’s resonating with potential applicants and do more of the highest returning actions.

See it in action:

Want a case study with that?

The Brief:

With a shortage of teachers Australia-wide, Brisbane Catholic Education approached Media Mortar to get help to build a strong pipeline of prospective employees (staff and teachers) for the corporate office and their 145+ schools, using LinkedIn and Meta Advertising.

1

GROW

Awareness for working for BCE over any other education employer

2

CREATE

A campaign strategy to reach key audiences across Queensland

3

DESIGN

Ads (both copy and creative) to engage audiences, capture attention and stop the scroll

4

DRIVE

Traffic to the website to find more information

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

The Brief:

To help Trident Services Australia combat the impacts of the “Great Resignation” (2022), find staff quickly for key roles and advertise beyond traditional job platforms (e.g. Seek).

1

dESIGN

Design creative that captures attention.

2

ADVERTISE

Advertise on the channels candidates were searching on.

3

CONVERT

Convert potential recruits for critical skills shortages.

Our Response:

We worked with both the Communications, and People & Culture teams to identify key workforce shortages and profiles for suitable candidates.

We used this to then create motivations in line with the brand proposition and benefits of being a Trident employee. We developed a social media paid recruitment strategy that aimed to:

1. Enable brand growth and recruitment sustainability in the long-term

2. Drive website traffic to tridentservices.com.au for job seekers to submit an expression of interest (EOI) and/or apply directly

3. Generate website traffic to third-party job boards (seek.com.au)

The Results:

We rolled-out paid social media advertising with monthly tactical and always-on brand awareness activity.

This paid advertising saw us drive over 1,000 new prospective employees to their dedicated landing pages each month.

Some bespoke, highly geo-located campaigns such as security guards for NYE were so successful, that they were turned “off” early due to positions being filled within 7 days of the 14-day campaign.

Critical skills shortages, filled!

The Brief:

Feeling the recruitment impacts following COVID-19, our team were invited in to assist Brisbane Airport Corporation’s (BAC) HR team to ‘show not tell’ why prospective employees should consider working at Brisbane Airport. The campaign timing was challenging as there was a record low unemployment rate in Australia and the airport needed to fill a large number of roles associated with terminal developments. Our response centered on these three things:

1

WHY

Prospective employees would work for Brisbane Airport

2

What

It’s like to work for Brisbane Airport

3

HOW

To create advocacy amongst existing employees to position Brisbane Airport as an employer of choice

Woman at airport with 'Welcome to our World' in writing

Our Response:

Our work began with the core foundations of any campaign – strategy – wherein we developed a creative platform (tagline and campaign device) to anchor the whole campaign.

From there we underwent a content overhaul of the careers page which included:
– Updating of the careers website copy content to focus more on the future and included employee value statements
– Created long-form interview pieces to explain some of the flexible working arrangements in place for staff rather than gloss over them in a job description by simply saying “flexible working conditions”
– Creating a LinkedIn toolkit to assist in sharing campaign messaging and positioning the wider business to use LinkedIn to encourage Brisbane Airport to cement its position as an employer of choice
– A paid LinkedIn awareness campaign to underpin the entire campaign