There was a major shortage of field technicians within this dealership group and very few applications were coming in for roles that needed to be filled urgently. The need for technicians had reached an all-time high, and many dealers were left unable to meet the service demand due to being short-staffed. Service is a key profit pillar for CAT dealers, and the shortage meant missed opportunities to grow their businesses.
We focused on targeting the right audience, creating a clear message, and generating qualified candidates for interviews. Targeting the right audience started with building personas of their ideal candidates. The personas included information such as current job, education, hobbies and interests, geographic location, and many more. After building the personas, we used our HITCH technology which includes over 70,000 data layers to match the personas with actual candidates that met the description. Next, we worked with Gregory Poole to create a clear message. Messaging tends to be a lost art in the digital world, but with more noise in the space, it’s never been more important to provide a clear message. Our ACTION Creative is designed to do just that – call the target audience to action. Now the most important part – generating leads. We worked with Gregory Poole to lock in on tactics to reach the target audience where they spend time and generate leads the client could track back to ROI. The results?
In less than a year, we have seen over 2,800 qualified applications across all
campaigns, and the apprenticeship program opportunities were completely filled within the first two months of the campaign launching.