Regional Convenient Store & Casino Operator Launches Recruitment Campaign

A large regional convenience and casino store operator with over 100 locations faced a significant challenge: hiring enough qualified hourly workers to fill 400+ open positions. The company had been relying on traditional methods to attract applicants, but it was time to make a strategic pivot and take their recruitment efforts online to improve application flow, enhance applicant quality, and meet their hiring goals.

Strategy: A Comprehensive Online Recruitment Campaign

In the summer of 2021, Vici Media designed and launched a targeted digital recruitment campaign aimed at attracting entry-level job seekers and engaging them beyond the initial website visit. The main goal was to target unemployed individuals, part-time workers, high school grads, and anyone seeking training and development opportunities. The campaign specifically targeted five cities with a customized, data-driven approach.The primary tool used in this campaign was Social Mirror™, a unique solution that mirrors organic social media posts and transforms them into ads. These ads were then strategically placed across premium publishers and apps in the targeted geographical areas, ensuring they reached the right candidates where they spent time online.

Targeting & Retargeting for Maximum Reach

To ensure the campaign’s success, Vici Media employed a mix of targeting strategies:

• Keyword Targeting to capture the attention of individuals searching for jobs.
• Behavioral Targeting to engage users who had shown interest in similar opportunities or industries.
• Artificial Intelligence (AI) to optimize ad placement and increase relevance to the target audience.
• Retargeting to keep the campaign top-of-mind for potential candidates who visited the company’s careers page but left without applying.

In addition to driving awareness and engagement, the campaign featured two distinct landing pages to track conversions: one specifically for users interested in interviews and another to display the full list of available jobs.

Results: A Strong Impact on Hiring

The results of this targeted campaign were impressive:

• Over 600,000 ads were served in the first two months of the campaign.
• The campaign achieved an engagement rate of 0.58%, which is 8.35x higher than the national average.
• The company successfully filled over 60 positions during the campaign period, demonstrating the effectiveness of the campaign in generating quality applications.
• Additionally, more than 600 visitors landed on the interview-specific landing page, showing significant interest and engagement with the recruitment efforts.

This successful recruitment campaign not only filled open positions but also improved the quality of applicants by effectively reaching the right people with the right message at the right time.

Conclusion: Leveraging Online Strategies for Recruitment Success

This case study demonstrates how Vici Media’s digital expertise can transform the recruitment process by using the right combination of targeted digital strategies. By shifting from traditional recruitment methods to data-driven online marketing, the company was able to increase engagement, attract qualified candidates, and successfully fill a large number of open positions.If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.