Respected Leader in Building Materials Industry Launches B2B & Recruitment Campaign

A well-established leader in the building supply sector took a strategic leap into digital marketing with two key objectives: driving awareness among contractors and builders, and attracting hourly workers across multiple locations. The company wanted to engage with both B2B clients and job seekers, ultimately improving the flow of qualified applicants for their positions.

The Challenge: Expanding Reach and Engagement

With a focus on contractors and builders, the company sought to expand its B2B marketing efforts and tap into new online channels to drive awareness and engagement. Simultaneously, they needed to recruit hourly employees, attract more applicants, and ensure higher-quality candidates for positions across various locations. They also wanted to engage applicants even after they had left the careers page, to keep them connected and interested in joining the team.

The Strategy: Comprehensive Digital Campaign for Dual Goals

Vici Media designed and launched a multifaceted digital strategy in the summer of 2021 to meet these needs. The campaign focused on both B2B awareness and employee recruitment, utilizing a variety of tactics and platforms:

1. B2B Targeting:
   • Using highly targeted Native Display ads, Mobile Conquesting, and OTT/Pre-Roll Video, we reached contractors and builders in specific zip codes. The ads were designed to promote the company’s services and products to professionals in the construction industry.
2. Recruitment Campaign:
   • For the recruitment side, we engaged job seekers with display and social media ads targeting individuals who were unemployed, employed part-time, or seeking entry-level positions. The goal was to attract high school graduates and other job seekers who would benefit from training and development opportunities.
3. Engagement and Conversion Tracking:
   • Both strategies were designed to drive traffic to the company's Careers page on the website. We also tracked conversions in the form of page visits and job applications, ensuring that we captured all points of engagement.

Over the course of the campaign, the client served approximately 300,000 ads per month, with a click-through rate (CTR) of 0.30%, 4x the national average. The performance was strong enough that the client decided to add LinkedInto the recruitment mix to drive even more awareness and engagement.

The Results: Increased Engagement and Successful Hires

The LinkedIn recruitment campaign was launched for one month, targeting individuals looking for entry-level positions and those seeking company-sponsored training. This campaign proved to be highly effective, serving 62,222 ads with an impressive engagement rate of 0.39%, which is 5.5x the national average. The results included:

• 28 post-click conversions (individuals who clicked and visited the careers page).
• 64 “View Through” conversions (individuals who saw the ad but didn’t click but later visited the careers page).
• Most importantly, 4 new hires were brought on in the campaign’s first month.

The client was thrilled with the results, particularly the increased flow of applicants and the success of the LinkedIn campaign in attracting the right talent.

Conclusion: Effective Digital Marketing for Recruitment and B2B Goals

This case study demonstrates the power of a multi-layered digital approach to drive both B2B awareness and employee recruitment. By combining targeted ads across multiple platforms and leveraging LinkedIn for recruitment, the company achieved its goals of increasing applicant flow and successfully engaging both contractors and job seekers.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.