Processing and packaging company employs digital social campaign to recruit seasonal employees.

When a Central California processing facility, responsible for growing, harvesting, transplanting, and transporting crops, faced the challenge of recruiting workers for their busy summer harvest season, they turned to Vici Media for help. The company needed to quickly fill seasonal positions like forklift operators, sorters, and bin fillers, and they required a strategy that would reach the right workers at the right time.

Strategy: Tailored Facebook Campaigns to Attract Seasonal Workers

To connect with potential candidates, we implemented a strategic Facebook advertising campaign that used carouseland video ads featuring images of the various job positions. The ads were designed with specific messaging in Spanish to resonate with the local, predominantly Hispanic workforce.The targeting strategy was highly focused and included:

• Interest Targeting: Reaching individuals interested in job hunting, employment, and those actively seeking work.
• Truck Drivers: Specifically targeting people with truck driving experience, a key demographic for the client’s seasonal needs.
• Spanish Language Targeting: The campaign targeted individuals who had their browsers set to Spanish, ensuring the message was tailored to the community.
• Retargeting: Engaging individuals who had interacted with the initial ads or visited the website in the past.

The ads ran across multiple placements within the Facebook ecosystem, including:

• Facebook Newsfeed
• Facebook Audience Network
• Messenger
• Instant Articles
• Marketplace

This multi-placement approach ensured that the ads reached the target audience wherever they were active on the platform.

Results: Exceptional Engagement and Click-Through Rates

The campaign’s success was evident in the impressive results it delivered.

First Flight:

• 366,613 impressions served
• 2,937 clicks, resulting in a 0.80% CTR (Click-Through Rate), which is above average for industry standards.
• 9,647 post engagements, including 150 reactions and almost 60 shares.

Second Flight:

The following season’s campaign surpassed all expectations:

• 365,234 impressions served
• 25,587 clicks, yielding an outstanding 7.01% CTR, which is an astonishing 100.08 times the national average.
• 77,967 post engagements, including 782 reactions and 237 shares.

These results demonstrate how well-targeted ads, crafted specifically to resonate with the local workforce, can drive not only high engagement but also massive click-through rates. The campaign’s renewal in the following season produced even stronger results, making it a highly effective recruitment tool for seasonal positions.

Conclusion: Targeted Digital Advertising for Seasonal Recruitment

This case study highlights how Vici Media’s tailored digital strategies can drive exceptional results, even for industries with specific seasonal workforce needs. If your business is looking to recruit seasonal workers or fill specialized positions, our high-impact marketing strategies can deliver results that exceed expectations.If your business needs 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.