Laura Beauregard
Vice President
Radial: Activating Social Media for Candidate Acquisition
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Pieces of Coverage
0.4B
Impressions Generated
0%
Increase in Job Apps
Introduction
Social Driven Candidate Acquisition Strategy
With an integrated marketing and PR strategy aimed at raising Radial’s brand awareness amongst prospective employees, PAN leveraged highly strategic paid social tactics to drive thousands of online applications.
Radial needed to hire 20K workers in short order, so we developed a strategy to reach prospective employees where they were the most active and likely to respond to targeted ads. Through strategic micro-targeting on Facebook, we were able to drive more applications than any other online channel.
The Challenge
As a leader in omnichannel commerce, Radial helps brands deliver holiday cheer to consumers’ doorsteps. Radial’s team processed 4,000 orders per minute and shipped 48 million units during the holiday “peak” season. To execute at this level, Radial needed to hire over 20,000 seasonal workers, while competing against retail mega-brands Amazon and Walmart.
The Solution
PAN devised a strong paid social strategy supported by dynamic visual assets and a seasonally targeted media relations campaign, all aimed at raising Radial’s brand awareness amongst prospective employees both nationally and regionally.
Social Media
PAN leveraged both organic and paid social media strategies to drive job applications for Radial, targeting key hiring locations on Facebook with dynamic ads. This required launching over 100 different campaigns in 15+ locations and multiple languages.
Video Production
PAN created employee testimonial videos resulting in 874,000 video plays on social from potential applicants.
Creative Services
Dynamic and authentic visual assets drove results. Personalized ad copy in each market, including site-specific benefit and wage information, resonated with potential candidates.
Media Relations
Public relations efforts resulted in high-profile coverage in The Wall Street Journal, Associated Press, TIME Money, and MarketWatch. Interviews with Radial executives made them part of the larger story of companies struggling to fill seasonal employment needs, citing increases in wages, bonuses and investment in technology.
The Impact
690% increase in YoY applications on social media.
Paid social campaigns were largely responsible for the majority of seasonal hiring web traffic and applications submitted through Radial’s website during peak season.
Sixty-seven percent of all online applications completed were driven by paid social media, besting all other internal marketing channels combined. Radial experienced a 690% increase in year over year applications on social media, credited to the new micro-targeting techniques and landing pages PAN recommended. Additionally, Radial received 233 pieces of coverage, 6 broadcast segments, and reached 5,413,858,340 unique monthly viewers.
In working with PAN for the past three years, we found a true partner who understands our business needs from top to bottom. It’s critically important that Radial can scale our labor force during peak holiday shopping season, and PAN has been instrumental in developing the messaging and approach that gets candidates in the door. PAN works with dozens of spokespeople to coordinate peak efforts each year across more than 15 regional locations. PAN’s strategic guidance and execution on PR and marketing activations has played a significant role in ensuring we meet our hiring goals (and thus, client demands) year after year.
Sherrie Centrella | Corporate Communications, Radial