TMSA Trailblazer Award: drop & hook
2022 Trailblazer Award Winner
ELEVATOR PITCH:
When you need to fill 800+ driver and warehouse roles across 21 locations in an extremely competitive market during the height of a truck driver shortage, thinking outside of the box is essential. That’s where drop & hook comes in. In addition to ongoing recruitment marketing efforts for Core-Mark, drop & hook launched the National Hiring Week campaign in February 2022. The campaign included organic and paid efforts to increase event awareness and ultimately convert prospects via event registrations for National Hiring Week, which took place during the first week of March 2022. Overall, our efforts resulted in 753K impressions from Google Search ads, 6-second YouTube video ads, Facebook and Instagram ads, and organic social media content. On social media alone, the campaign consisted of 40 posts (including one Facebook event per participating location) that resulted in 32 inbound social interactions and 14K link clicks sending people to our National Hiring Week landing page and leading to event registrations. With a budget of $7.2K, drop & hook’s National Hiring Week campaign shined a light on Core-Mark’s employment opportunities in a highly competitive market. Core-Mark was extremely satisfied with the campaign results, which included increased brand awareness, and 1,660 interview requests. Plus, they even employed drop & hook to execute a similar campaign for its Canadian locations in April 2022.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
Overall, drop & hook’s campaign objectives were met or exceeded. Not only did we curate an innovative campaign that resulted in applicants showing up at locations across the country, we also increased brand awareness of Core-Mark as an employer on a national level. From the end of February and into the beginning of March, drop & hook executed Core-Mark’s National Hiring Week campaign which resulted in 14K link clicks, 753K impressions, and 1,660 interview requests.
BLAZING A TRAIL!:
drop & hook’s National Hiring Week campaign was unique because it provided an innovative opportunity for Core-Mark to reach new prospects as opposed to sharing job openings on their typical job boards and sites. The campaign presented possible new hires with an expedited hiring process that allowed them to go directly to the location to see where they would be working and ideally leave the event with a job offer. Use of the Paradox.ai virtual recruiting assistant technology for this effort also allowed candidates to quickly register for the event in an easy, conversational format that bypassed a lengthy application process and collected only the necessary information for the recruiting team to quickly follow up with the candidate at or after the event. By prioritizing candidate experience, the Core-Mark team immediately saw a higher return on investment for their ad spend. Through the successful campaign, drop & hook demonstrated a creative approach to recruitment marketing that included a strategic combination of organic content, paid efforts, and marketing automation technology. This campaign is proof that it’s possible to achieve lucrative recruitment marketing results in the competitive transportation and logistics industry with the right mix of outside-the-box creativity and proven digital marketing solutions.
