With the need for Hoyleton’s services continuing to expand, they wanted to attract a new audience of qualified employee candidates. Magnetize created a campaign that positioned Hoyleton as a desirable career choice for people looking to make an impact while working alongside like-minded colleagues.
It was determined that we would shape a campaign narrative that promised opportunity through a shared purpose. Our team set out to establish messaging platforms and an overall campaign theme.
- Messaging platforms
We identified three messaging platforms to reflect the experience and differentiate Hoyleton as an employer. These platforms would help us craft and curate stories that connect their mission with candidates.
Care & Reward: care for everyone who works for and with us
Development & Innovative Leaders: open-minded and adaptable to changing needs
Community & Empathy: a stable culture of inclusion, diversity and trust
- A clear campaign message
We wanted a succinct theme that would resonate with candidates who realize the importance of their calling to this kind of work:
Unity In Purpose.
We are united by a shared purpose and a mission. This is what bonds us … to find the good in all people and help them be their very best. Our innovative programs and approaches help you be the best in your calling, so we can make a real difference as we strengthen our communities that we call home.
Show real people with purpose
The Hoyleton Mission is to enable all people, young and old alike, to realize the wholeness of life that God intends. Our campaign design featured existing Hoyleton employees sharing their stories of that mission at work. The result is authentic and empowering.
Uniting candidates and mission
Our multichannel campaign strategy utilized social, digital and print channels to connect with qualified candidates. The campaign was based on an awareness-first approach introducing Hoyleton to a new audience of job seekers, and then focused on a position-specific strategy that highlighted Hoyleton staff stories.
Our campaign was a huge success. Paid Facebook ads resulted in a 20.97% conversion rate from the careers landing page to the application portal. Paid LinkedIn and owned content that sent users to the careers landing page saw a 40.82% conversion rate to the application portal.
There was a 900% increase in careers page views during the campaign, a 13% website visit to application conversion rate (as measured against a 10% industry average) and a 62% interview-to-hire conversion rate (as measured against an 18% industry average).
Hoyleton needed to hire people united by a shared purpose and a mission. Magnetize created a campaign and strategy that exceeded their expectations and put them in a more secure position to fulfill their mission.
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