Auto Recruitment

Our Objective

Our client tasked us to generate awareness and RSVPs for their upcoming Fixed Operations Job Fair. They were hiring for positions such as Automotive Technicians, Service Advisors, Automotive Apprentice Technicians, Parts Specialists, Body Shop Technicians, and Body Shop Estimators. We were given incentives to feature, such as a $2,500 Snap-On Tool and sign-on bonuses for new hires, as well as a chance for attendees to win a spot at Porsche Driving School through a raffle. 

Our Strategy

We started by updating the website with a compelling landing page and a pop-up that notified website visitors about the event. On the landing page, the copy included details about the event and positions available. It also highlighted key benefits of joining the team, including sign-on bonuses, tool incentives, and a raffle that each person who filled out the RSVP form would be entered into for Porsche Driving School. Any completed forms were tracked in the client’s CRM. 


We then developed an omnichannel strategy to capture as many potential applicants as possible. This included paid ads and organic content on Facebook and LinkedIn, as well as Google Search and Google Display campaigns. We ensured that all graphics across platforms had the same look and feel of the landing page.

Digital Ad Strategy

Facebook


We set up two ad sets – one that targeted landing page visitors, and another with a radius around key dealership DMAs and cities. We also added detailed targeting to further narrow our audience to anyone interested in cars or the automotive industry. We implemented A/B testing with ad creative and optimized for the creative driving the most results. We had one carousel version and another that highlighted the sign-on bonus. 

LinkedIn


We set up two campaigns. The first campaign targeted relevant job titles such as service managers and vehicle mechanics. It also targeted key counties around hiring dealerships. The copy addressed automotive professionals, asking them to “take the next step” in their careers, and featured a carousel. The second campaign similarly targeted job titles, but only contained a single image. Both linked back to the same landing page. 

Google


We leveraged both search and display campaigns to create an all-encompassing presence. The search campaign featured positions available and the Porsche Driving School Raffle. We targeted key counties and keywords that related to available positions, the client, and the automotive industry. For the display campaign, we also advertised that sign-on bonuses were available. These two campaigns complemented the other platforms since interested applicants could now immediately find more details about the job fair if they searched for it, and they also were served display ads on other websites if they had visited the landing page in the past.

Organic Marketing Strategy

We posted on both Facebook and LinkedIn. We created posts that came from the dealership pages as well as on the group account to ensure maximum reach. These posts became increasingly urgent as the job fair became closer, with an initial announcement being sent out, followed by reminders and a last call to RSVP. We made an event for the accounts to share.

Results


  • Our campaign resulted in over 688,000 impressions across all advertising channels
  • We raised awareness for the dealership group, its dealerships, and the event
  • We reinforced our paid strategy with organic posts reminding potential attendees about the event
  • We generated lead responses from potential job applicants who dealerships could contact
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