CENTER PARCS
Cementing their roots
A leading leisure company teamed up with us to help run their recruitment social media pages which also included Facebook ad campaigns.
With villages based all around the country, a national campaign spanning social media and beyond would be required to successfully reach the target candidates and generate applications for the job roles that we were being given by the client.
To begin with, we created two ‘careers’ social media pages on Twitter and Facebook, doing this allowed us to not flood the general page with job and recruitment posts and to keep that for posts about the villages and post more B2C content. We chose not to create a LinkedIn page for the client due to the nature of the jobs that we would be recruiting for, as the roles were not at an executive level we made the decision that recruiting via Facebook and Twitter would be more effective and our target candidates are most likely to be using those platforms more so than LinkedIn. The odd time we did get a role through for head office, we were also advertising via Indeed and similar recruitment sites which is how we would reach our target candidates in these cases.
Growth in the Forest
As with any new social media page, growth is key in its early stages. We always aim to do this organically, so for the first couple of weeks the page was active, we began cross posting and inviting users and followers of the general Center Parcs page who were interested in hearing about our roles to like and follow the careers page. As well as this, to humanise the page we began to post job profiles using quotes from current employees and tagging the employee to encourage them to share the post and in turn the page.
Once we began to get a steady organic growth of the profiles, we began to implement the paid aspect of our strategy. We began by using ad campaigns for open days and used Facebook ads targeting tools to identify and reach our ideal candidates. In regard to specific jobs, we decided to set aside part of the budget to promote these as boosted posts so the jobs would ideally get a surge in applicants at the beginning of the recruitment process. Both of these strategies have proved successful as we have seen consistently good engagement and applicant rate throughout our time working with the client.
National takeover
As we expected with a nationwide recruitment campaign there were a few sites and specific roles that were a bit of a struggle to get applicants for. We did of course, have a contingency in place if we did encounter this problem. We researched competitors and what their copy was for similar roles and introduced A/B testing with different copy on the ads and posts, as well as this we focused on posting more job profiles and testimonials from employees that are currently in the roles themselves. After implementing and monitoring these changes we saw a steady increase in applicants and engagements.
As with any new challenge there were a few bumps in the road along the way as it was our first nationwide recruitment campaign we had done over social media. But drawing from our experience in traditional marketing as well as our understanding of the digital environment we managed to overcome the issues and get the campaign back on track. We have had quality and consistent engagement throughout the campaign ; in 2019 we organically grew over 3,000 likes for the page and a further 1,000 likes in the first quarter of 2020 which shows we are on a steady track to match if not beat 2019’s growth.
Our clients us...
Zed Digital have proven to be very creative and proactive. They are able to deliver in extremely short periods of time. Always ready to receive and give quick feedback, they are a valuable and reliable partner to our business.
ANTHONY MARKS
Designer Hair Co.
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