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 

helen@blueskydigimarketing.co.uk

www.blueskydigimarketing.co.uk

Helen PritchardManaging Director

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