In November 2020 The City of Kalgoorlie Boulder launched the Go Bold marketing campaign aimed at encouraging people to relocate to the city.
The campaign consists of traditional TV placements and a digital campaign across all platforms which local organisations can leverage off when advertising positions vacant.
And the campaign is hitting the mark, want to know how I know this? I wrote this post late 2019, since the CKB launch I have had at least 1 person per day arrive at this post after typing “living in Kalgoorlie” into Google.
Either that or I have an obsessed stalker 😟
But for the average business owner or manager with zero formal recruitment training how do you put the tools to the most effective use.
For this campaign for Versatile Plant Hire & Contracting we set up Seek branding to display logo’s and a cover image banner within the ad
StandOut ads are great for promoting your brand to attract the right candidate, think about what it is you offer and place it here. You want to grab the jobseekers attention at the search screen, what’s the point of talking about how great you are in the body of the ad if only a small percentage are going to click to read – pull them in here.
I feel like a broken record saying this, people care about what it’s like to live here. The days of people dragging their families to crusty old mining towns with zero amenities for the sake of the availability of work is long gone.
Employees aged late 30’s and younger want to know what they can expect if they live here, we need to sell the absolute uniqueness that comes from living in the Goldfields – that bit of something special that can only be found here.
For at least the past decade this has been my focus when undertaking high volume, residential mining recruitment. Sell the lifestyle in the advertising / courting candidates phase; fly them & their partner up for a visit to put their concerns to bed; keep the conversation going & offer support with finding accommodation, schools, sporting clubs.
Trust me, the extra effort pays off.
We’ve used a call to action to ask potential candidates to email for for information on working for VPHC. As part of Phils recruitment strategy we put together a candidate guide on employee benefits, culture, values and living residentially, this is a further touchpoint with candidates that starts a conversation. From here you have an opportunity to really sell your organisation
Start rolling it out across your social media (including Linkedin) and repost throughout the recruitment campaign period.
Ask your employees to share the post to their networks, consider making up an Instagram stories version of the ad for younger employees – it’s a big ask to have them shared to their feed but stories generally isn’t a problem
Which platform is most useful will depend upon a range of factors including your target audience and the following your existing brand has
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