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Some Useful Links for You to Get Started

Leave a Comment / Uncategorized / By Khairul Alam

It seems like you’re running a default WordPress website. Here are a few useful links to get you started: Migration How to use WordPress Migrator Plugin? Migrate WordPress from Siteground to Cloudways Migrate WordPress from GoDaddy to Cloudways General How do I take my website live from Cloudways? How to manage WordPress via WP-CLI on …

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Employee Culture-Centered Digital Marketing Campaign Sources Expert Engineers

Actemium, an engineering consulting firm, was on the hunt for talented Automation Engineers to fill several positions within their organization. Recruitment remains a particularly difficult task within the manufacturing automation industry, as most high-level automation engineers are already employed. Clever Samurai worked with Actemium to develop a Unique Value Proposition (UVP), based on key insights into what made Actemium stand out amongst its competitors for talent.

Employees, their stories, and their experiences working at Actemium were a cornerstone of building brand awareness and converting that awareness into action through a series of campaigns on Google and LinkedIn. The campaigns emphasized the autonomy and freedom to innovate that Actemium offers to its team; we launched the “Solved Together” campaign to attract high-level prospects who excelled at industrial problem-solving. The target demographic was employed and tenured engineers and technical people, so our approach had to communicate a “grass is greener” sentiment to prospective hires.

Social ads focused on the value Actemium places on its employee’s problem-solving abilities and unique perspectives, and described the fulfilling, professional culture Actemium has built over the years. A series of videos for web distribution were conceptualized, directed, and shot, in which several Actemium employees discussed why working at Actemium had them smiling every day. All digital ads were targeted toward highly specific demographic groups, especially on LinkedIn, to provide maximum ROI and find the best possible candidates.

One month into the campaign, both the sponsored post click-through rate on LinkedIn and the general click-through rate performed well above the industry benchmark. This allowed retargeting campaigns to run in the future due to the large number of impressions generated from the “Solved Together” campaign. All click-throughs directed prospects to a landing page which embodied the UVP to its fullest to further emphasize the fulfilling professional culture and exciting problem-solving work focus. Applicants continue to submit their resumes to Actemium.

Creating Inclusive Messaging and Marketing Material for a National Hiring Campaign

CanadianTourism Human Resource Council (CTHRC) is one of 37 national sector councils whose overall goal is to improve the quality of the Canadian workforce and assist business verticals critical to the Canadian economy to be more flexible in meeting changing competitive demands.

Competing for qualified workers is a challenge for many sectors of the Canadian economy. There are many misconceptions held by people about certain industries, so to change behavior one must change perception. To address the perception issue, Clever Samurai worked with the president of the CTHRC, the marketing leadership team, industry stakeholders, and the board of directors to craft and execute a strategy that would cost-effectively deliver repetitive messages to various target markets. Our audiences included not only potential employees but also employers, some of whom are experiencing significant workforce challenges at present.

To respond to the market research and go-to-market strategy, we developed an overarching brand theme of ‘Discover Tourism’ to represent the essence of the tourism lifestyle. Imagery reflected various demographics of workers in lifestyle scenarios, with the brand representing a call to action to learn more about the industry and the employers within it. The aim was for career seekers to self-identify with the images and language being showcased and then engage with the brand and its employers to learn more.

We successfully introduced a new brand strategy to the market to fill a market void left by an industry that has shared challenges and lacks a cohesive approach due to the competitive nature of the market. Prior to Discover Tourism, there was no pan-Canadian strategy that linked potential workers with the industry and rewarded best-in-class employers with the preferred employer status.

Our promotional efforts have built web traffic to Discover Tourism and related e-marketing databases into the thousands, across varied demographics. Previously non-existent, the database is now regularly promoting available jobs, industry information, etc. to potential career seekers. Career fairs and other outreach efforts have brand consistency and a focused lifestyle message to attract workers. CTHRC’s status in the industry was raised to that of a thought leader and expert relationship builder.

Novel Approach to Recruiting Creates Stream of Qualified Nursing Candidates

The healthcare industry is facing unprecedented talent attraction and retention challenges, amplified by the Covid-19 pandemic.

Spectrum Health Care, one of Canada’s leading home healthcare providers, needed to increase their workforce with a priority on hiring registered nurses. In collaboration with our client, we followed our proprietary process to uncover insights that underpinned the development of a transformational recruitment strategy. The aim was to market to candidates as if they were customers choosing a brand that aligned with their core values and lifestyle choices.

Creatively this manifested itself in a unique-to-Spectrum offering called ‘Flexible Days’. The creative showcases various life moments that nurses would experience with better work-life balance. The creative, different than the category in-general, showcases nurses in family situations versus nursing situations and highlights the benefits of the work-life balance at Spectrum. Work-life balance is a major factor in nurses leaving the profession and reconsidering their current employment situation.

The campaign was (and continues to be) served through a geo and demographic targeted digital campaign across programmatic, geofence,
Google and LinkedIn. Candidates were directed to a landing page where they can learn about Flexible Days, apply for jobs, arrange a time to speak with a recruiter. Financial hiring incentives were also provided to convert passive job seekers to take short-term action.

More than 1 in 3 landing page visitors have booked conversations, reviewed, or applied for jobs posted on the campaign landing page. The hiring pace is tracking at 6 times the previous fiscal year. The campaign has also built a funnel of future candidates, built brand awareness with nurses and positioned Spectrum as a ‘different’ type of employer. The Flexible Days’ campaign was recognized with an international Platinum 2021 MarCom Award in the HR/Benefits category.