Emergency Response Center Sees Record Applicants through Display and Video Facebook Campaign!

Recruiting for critical roles like 9-1-1 dispatchers can be challenging, but it’s essential to ensure that the right individuals step up to serve the community. An emergency communication center was facing this challenge head-on, striving to attract compassionate, dedicated applicants to fill these intense and important positions. Vici Media was brought on board to help them achieve their recruitment goals and expand their reach to a wider pool of potential 9-1-1 dispatchers.

The Challenge: Recruiting for a Vital Community Role

The emergency communication center is the lifeline for the county, ensuring that emergency calls are handled swiftly and effectively. Given the gravity of the role, they needed to recruit job seekers who were not only qualified but also passionate about serving their community. The target audience: young, motivated individuals seeking meaningful work that could have a profound impact.

The Strategy: A Multi-Layered Digital Approach

To reach the ideal candidates, Vici Media developed a strategy that combined community-focused messaging with advanced targeting techniques to ensure the ads reached the right people.

• Targeting the Right Audience: The first layer of targeting on Facebook reached individuals within the county who were actively seeking employment. The second layer was specifically tailored to engage those with an interest in community service, charity work, or religious organizations, emphasizing the meaningful impact of becoming a 9-1-1 dispatcher.
• Video and Static Ads: The campaign used a combination of Facebook News Feed videos, FAN ads, and static display ads to engage potential applicants. Video ads helped convey the emotional and impactful nature of the job, while the display ads broadened the campaign’s reach across various ad networks and behavioral categories like job listings, government jobs, and emergency services.
• Retargeting: To increase conversion rates, the campaign included retargeting ads that followed up with individuals who had visited the client’s website but hadn’t yet applied, ensuring a second touchpoint to encourage action.

The Results: Record-Breaking Application Numbers

The results were remarkable. The campaign served 534,346 total impressions and garnered 4,428 clicks—a click-through rate of 0.83%, which is about 12x the national average! Here’s a closer look at the key outcomes:

• 290 applications—the highest number the client has ever received for a similar campaign.
• 21,000+ post engagements on Facebook, including 11 comments, 263 reactions, and 65 shares, showing a high level of community interaction.
• 81% increase in new sessions on the website, reflecting heightened interest and engagement from the targeted audience.

The emergency communication center was ecstatic with the outcome, as the campaign helped them fill a significant number of positions while also raising awareness of the vital role dispatchers play in their community.

Conclusion: Driving Impactful Recruitment Through Targeted Digital Strategies

This campaign shows the power of targeted digital marketing in driving recruitment for critical, community-based roles. By focusing on both the emotional impact of the job and reaching the right audience through sophisticated targeting, the emergency communication center was able to attract a qualified and engaged applicant pool.If your business is looking for 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.