San Jose, California
You Belong Here Recruitment Campaign
Category: Strategic Campaigns | Marketing | 311c. Digital Marketing Campaign
Electrical contractor, Rosendin, had a need to hire upwards of 500 electricians for several jobsites in the Phoenix Metro Area by end of year 2022. In September of 2021, the marketing team created the “You Belong Here” campaign to launch on Facebook, Google, and billboards along the highways from Tempe to Surprise.
After refining the target market for the campaign, a strategic $330K marketing campaign was launched that included digital billboards along Interstate-10, Facebook and Google advertising, and geofencing around two major events, the Barrett Jackson Car Auction and The Waste Management Phoenix Open Golf Tournament.
The “You Belong Here” campaign demonstrated that Rosendin has a place for everyone by highlighting individuals from the company at their workplace and on their free time enjoying hobbies. Videos and ads showcased an Onboarding Field Safety Trainer who was also a Certified Scuba Instructor, a Project Manager who is a pianist, a Corporate Field Bilingual Trainer who is an avid outdoorsman, and more. All advertising took those interested in a job to a subsite on Rosendin’s website (www.rosendin.com/electricians-new). Here interested individuals could complete the application for a job at Rosendin.
At the end of 2022, Rosendin had received upwards of 5,000 applications and hired over 500 electricians who came to them from the campaign. The success gained from the Arizona campaign was also implemented in Nashville, TN, where after one month, they had enough electricians to fill the needed job.
• Rob McJannet
• Samantha Peck
• Michael Mozingo
• Samantha Angiulo
• Christina Fisher
• Haley Earhart
• Amy Garcia
• JoAnn Cruz
• Laura Alloway
• Crystal Menjivar
• Salina Brown