Some details
How do you convince millenials to leave big cities and move back to Iowa?
You make it exciting. You make it personal. You make it easy. And if you',re the regional development group ICR Iowa, you offer to get them an amazing job with a top local employer—for free.
With a committed goal of 10x new talent leads in one year, ICR Iowa tapped Sculpt to develop social media campaigns that bring in qualified
candidates. Our ApproachStart with the low hanging fruit: Young professionals 5-15 years out of college, that went to school in Iowa, and live in expnesive cities. To launch quickly we repurposed existing image assets into Facebook and Instagram carousel and animated video ads highlighting what life looks like in the region. The ads were localized for each target geo, and drove prospects to a HubSpot landing page with the offer (converting 10-15% on ',cold', traffic).
Recruit Me VideosWhen candidates sign up, Tim, a non-robot employee, reaches out personally. Tim is a charismatic salesperson and truly the ',voice', of the brand. Naturally, Tim became the face of our campaign. Over the course of two days and a dozen locations, we shot a series of playful, spokesperson video ads to articulate the value proposition authentically.
It worked.
The video ads immediately improved our conversion rates, tripling monthly leads. See the video and campaigns here: http://facebook.com/icriowa
