Facebook campaign helps food company reach the highest orientation class they’ve ever had!

For over a century, a family-owned food and agriculture company has been at the forefront of the industry, providing quality products while maintaining a focus on diversity and inclusion in its workforce. As a winner of the Human Resources Management Diversity and Inclusion in the Workplace Award, the company understands that attracting a wide range of talent is essential to their ongoing success. When they needed to recruit a talented pool of employees, they turned to Vici Media for help in broadening their reach and enhancing their recruitment efforts.

The Challenge: Reaching a Broader Audience

With a strong commitment to diversity, the company wanted to ensure that their recruiting strategy reached not only English-speaking candidates but also Spanish-speaking individuals to better reflect their diverse customer base. Given the variety of positions available—from electricians and truck drivers to assembly workers and mechanics—it was essential to target individuals with relevant job experience across different demographics.

The Strategy: Targeting the Right Audience in Multiple Languages

To help the client meet their recruitment goals, Vici Media developed a bilingual Facebook Premium campaign that focused on two separate target audiences: one for English speakers and another for Spanish speakers. By using Facebook Premium, we were able to layer the targeting to ensure the right message was delivered to the right people.

• Language targeting: The campaign used both English and Spanish ads to ensure clear communication with potential applicants from different linguistic backgrounds.
• Interest-based targeting: In addition to language, we refined the targeting to reach individuals who showed a clear interest in job-seeking and who had relevant experience in the agriculture and food industries.
• Position-specific targeting: Given the variety of available positions, we also honed in on job seekers who had experience in specific fields such as electricians, truck drivers, assembly workers, and mechanics.

The combination of language, interest, and experience targeting ensured that the ads reached a diverse pool of qualified candidates who were ready to apply.

The Results: Exceptional Engagement and Record-Breaking Orientation

The results of the campaign exceeded expectations. Here’s a breakdown of the key performance metrics:

• 181,818 impressions served
• 2,490 clicks, yielding a Click-Through Rate (CTR) of 1.37%, or 19.56x the national average
• 3,789 total engagements, including 17 comments, 47 reactions, and 22 shares

The client was thrilled with the results, particularly the high engagement rate and the fact that they had their largest orientation class ever. They credited the campaign for helping them reach such a large pool of qualified applicants.

Conclusion: Achieving Greater Diversity and Inclusion with Targeted Recruitment

This campaign highlights the power of targeted digital advertising to help companies recruit from a diverse talent pool. By using bilingual ads and combining language-specific targeting with interest and experience-based criteria, the company was able to reach a wider audience than ever before. The successful results underscore the importance of tailoring recruitment strategies to meet the needs of today’s diverse workforce.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.