Many industries are struggling to fill open positions. As an institution catering to the learning and development of individuals with disabilities, our client Elim was no different. Elim had difficulty hiring paraprofessionals who would assist instructors in the classroom. There were a broad range of duties for these candidates, ranging from following lesson plans to assisting students with hygiene and health needs, so the pool of prospective hires was limited. What’s more, Elim was competing with other institutions for this limited pool. So we developed a hiring campaign to help.
To fill a pipeline with worthy paraprofessional candidates, we created a broad-reaching and segmented marketing hiring campaign to get more candidates to apply. First, we looked at potential segments and ethnic and age groups, zeroing in on their need states and reasons why they would be a fit. Then, we developed personas for the segments, mindful of the emotional touchpoints and rationales for each group’s potential application.
The resulting personas then shaped our marketing strategies, with different ad campaigns targeted to the segments and different emotional triggers used to appeal to the segments. Our hiring campaign employed digital ads in multiple languages and even created videos, explaining why Elim would be a good fit. Lastly, we revised job descriptions and the careers page on the institution’s website, to fully explain the job itself. And created a “soft sell” landing page where people who may be interested, but not ready to apply could talk to Elim’s HR team to learn more.
The result: a 67.9 percent reduction in open positions, with a continued influx of qualified applicants.
Content, Digital, Promotions