Louisiana Job Connection Integrated Campaign
Challenge
With thousands of employers across the state competing for attention in the hiring process, Louisiana Economic Development created a customizable job site targeting white collar and trade professionals. Our challenge was to launch Louisiana Job Connection using a multi-channel campaign that promoted quality jobs in an increasingly more diversified and digital-friendly Louisiana economy.
Solution
Develop an integrated pre- and post-launch campaign spanning online banner ads and videos, along with social media and print advertising. Position the Louisiana Job Connection website as a superior choice for matching job applicants with relevant job postings. Craft messaging that underscores ease of matching functionality and quality of jobs offered. Targeted Online Banner Ads Pre-launch ads targeting in- and out-of-state audiences encouraged job seekers to register with Louisiana Job Connection before its August launch. Post-launch, ads grew increasingly targeted, explicitly speaking to in-demand job seekers from individual fields as more job postings were added to the site. Take This Job and Love It. During the first month of registration, 11,819 job seekers signed up for Louisiana Job Connection, surpassing its initial benchmark of 10,000 registrants by more than 18 percent — three months earlier than anticipated. Social Media From direct response ads to the branding of its LinkedIn, Facebook and Twitter communities, we helped Louisiana Job Connection reach thousands of users across each platform at a rate that surpassed our initial goals.
Results
The campaign was a resounding success. During the first month of job seeker registration, we helped LED surpass the 10,000-registrant benchmark by 18 percent — three months earlier than anticipated. Likewise, we met our final benchmark of 25,000 registrants a full six months ahead of schedule. From pre-launch advertising, to post-launch brand management, our efforts helped Louisiana employers make genuine connections with Louisiana job seekers.
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