Client Success: Recruiting Bilingual Job Applicants to Multiple Open Positions

Across all levels of employment, demand for bilingual workers has seen a steady increase in recent years. With the current labor shortage and challenges faced in recruiting and hiring top applicants, the task of filling open roles with quality talent has become even more challenging for businesses seeking bilingual professionals.

For one landscaping company operating in the southwestern United States, bilingual staff play a crucial role in supporting seamless operations for the company. In cases where job roles are physically laborious in addition to requiring bilingual proficiency in both English and Spanish, finding and recruiting qualified applicants has been a growing pain point for this company.

To address this limitation and strengthen its labor force, the company sought out the help of Cox Media’s experienced advertising team.

The Goal

To properly staff its operations in two separate metropolitan areas, the landscaping company wanted Cox Media’s assistance to generate new job applications from bilingual workers in the 18-to-40 age bracket. These job applicants were sought across a range of open positions, including laborers, irrigators, tree climbers, and foremen.

The company’s hope was that, by targeting ad campaigns to qualified job applicants, its recruiting pipeline would be filled with better applicants that would improve the company’s hiring process as well as the on-the-job performance of those new hires.

The Solution

To achieve the connected goals of driving awareness of the company’s job opportunities, and also increasing the number of applications submitted by bilingual candidates, Cox Media implemented a multi-channel strategy that would reach a targeted local audience across multiple digital channels.

This multi-channel approach utilized the following strategies:

• Digital audio targeted to audiences listening to English and Spanish on streaming music stations;
• Social media display banner ads targeting English and Spanish-speaking audiences with “now hiring” campaigns and related messaging highlighting open positions with the company;
• Geo-conquesting to target employees at competing companies where skilled workers might be seeking new professional opportunities;
• Website retargeting to keep the company’s job opportunities top-of-mind with prospects who visited the website’s job listing but did not submit an application.

With this combination of campaigns, Cox Media was able to distribute the company’s recruiting ads to a diverse but relevant audience, and qualify leads over time through multiple points of contact.

The Results

Cox Media’s multi-channel strategy delivered fast results for the landscaping company as it sought to fill multiple positions across its company. Within the first 30 days of the campaign, the company received the following benefits:

• 67 total job applications attributed to advertising;
• More than one million impressions within its local market
• A 41 percent total market share for total job applications

Overall, Cox Media’s targeted approach became the top referral source for the company as it made an aggressive effort to bolster its recruiting pipeline with qualified job applicants. Thanks to these strong results, the landscaping company plans to extend its partnership with Cox Media to include additional marketing campaigns in the future.

Struggling to attract top applicants to your open positions? The right advertising strategy can make all the difference. Cox Media can help you leverage digital advertising to support better recruiting outcomes in a competitive market. Contact us today to see how we can help.