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The Best Non-Profit Intel

“I Love What I Do” – A Recruitment Campaign for Community Living Hamilton

Community Living Hamilton (CLH) is a nonprofit organization dedicated to supporting individuals with developmental disabilities. Their mission is to promote inclusion and provide opportunities and support to help people with developmental disabilities build great lives.

The Challenge

CLH faced significant challenges in recruiting for front line roles such as Inclusion Facilitators, Resource Consultants, and Direct Support Facilitators. These roles demand not only specialized skills and qualifications but also a passion for helping people and creating inclusive environments. The organization struggled with:

  • Limited visibility and understanding of their job opportunities.
  • Attracting candidates with the right qualifications.

To overcome these hurdles, they partnered with C( to design a strategic social media recruitment campaign.

Our strategy focused on leveraging digital marketing channels to position CLH as a desirable employer and showcase the rewarding opportunities available.

Objectives

The campaign aimed to:

  1. Raise awareness of CLH as an employer and the roles available through a comprehensive social media campaign.
  2. Attract qualified professionals who are passionate about supporting individuals with developmental disabilities.
  3. Streamline the recruitment process by improving the functionality of the Careers page and job posting system and filter applicants for the HR team.
Approach
Social Media Campaign

We launched a multi-platform social media campaign using a clear and compelling message “I Love What I Do.” This tagline reflected the passion and fulfillment employees experience in these roles. Our strategy included:

  • Storytelling: Sharing video testimonials and quotes of current employees in the different roles to highlight the personal and professional rewards of working at Community Living Hamilton.
  • Engaging Visuals: Designing graphics featuring real employees and using consistent branding and relatable messaging.
  • Data-Driven Content: Using statistics and facts to appeal to job seekers passionate about making a difference.
  • Clear Calls to Action: Encouraging users to visit the careers page and apply.
  • Paid Social: Boosting some best performing posts thoughout the campaign to increaase visibility and website traffic.
Careers Page Optimization

To support the recruitment campaign effort, we:

  • Updated the careers page to include detailed information about career opportunities, the roles, and the impact employees can make at CLH, as well as the video testimonials of one of each roles.
  • Developed website forms to streamline the recruitment process by helping users determine if they were qualified to apply for specific job postings, which makes the hiring process more efficient for the HR team.
  • Added a subscription form on the careers page to allow users to sign up for Career Alerts, ensuring they stay informed about new job postings.
Results

The campaign achieved remarkable results:

  • 68% Increase in Careers Page Views.
  • 122% Increase in New Website Users.
  • 1,800% Increase in Careers Page Views from Organic Social Media.
  • 903 Job PDF Downloads.

By crafting a strategic social media campaign and optimizing the careers page, we successfully helped CLH meet its objectives. These efforts not only increased awareness of CLH as a desirable employer, but also streamlined their application process and improved engagement with potential candidates.

“The campaign was successful in increasing awareness of CLH as an employer and the roles available. We can see this reflected in the increase in views of the Career page on the website. Social ads delivered a high number of impressions and impressive engagement rates. Paid campaign posts were especially valuable for reach and visibility, which was specifically important for job postings, as reaching new audiences is the only pathway forward for growing CLH’s talent pool. The number of people downloading job postings and signing up for Career Alerts indicates that the campaign successfully brought qualified users interested in current and future job openings.”

-Robin Jeanveau, Marketing Manager at Community Living Hamilton.

Read the full review here.

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