Achieving Exceptional Faculty Recruitment & ROI With a Targeted Digital Hiring Campaign
Every year Southpointe Academy needs to fill many faculty positions due to a growing student body and annual faculty turnover. They wanted to improve the quality of applicants and make the hiring process more efficient. Their current recruitment methods were not effective, so they needed a better strategy to attract highly qualified candidates in South Delta, Vancouver.
Services Provided
- Strategy
- Targeted Digital Advertising
- Ad Development
Southpointe Academy is a private school near Vancouver, British Columbia committed to providing high-quality education to its students. Known for its strong academic programs and vibrant community, the academy prides itself on nurturing students’ growth and development. With a rapidly growing student body, Southpointe Academy continually seeks to attract and retain top-tier faculty to maintain its standards of excellence.
The Results
Over the past three years, Southpointe had gathered nearly 1,860 faculty applications. Thanks to AMI’s recommendations and the new integrated website form, their HR team quickly shortlisted 210 top applicants. In the end, our LinkedIn-focused campaign led to 54 highly-qualified faculty members hired at Southpointe.
Not only was the cost-per-hire lower than the previous years, but the campaign ROI outperformed industry averages by over 88%.
Thanks to the ongoing working relationship between Southpoint and AMI, this campaign was able to increase in efficiency year-over-year, leading to:
- Better targeting
- Higher cost efficiency
- Even higher-quality leads
2,175,000
Total impressions
39,315
Total clicks
1,860
Total applications
210
Shortlisted applicants
54
Highly qualified faculty members hired
$505
Cost per hire; outperforming industry average by 6,650%
$13.65
Cost per lead (Average is $55 for the education sector*)
* linchpinseo.com
$6.85
Decrease in cost per lead over previous year; outperforming industry ROI average by 88%
What We Did
Enhancing the Career Page
Before launching the digital marketing hiring campaign, Anchor Marketing made a series of website recommendations to help create an attractive careers page (as this page is often the first touchpoint for many potential applicants).
Recommendations included:
- Embedding an online form for easier application tracking and review, streamlining the application process and significantly reducing the workload for the HR team
- Adding an FAQ page to allow candidates to self-assess before applying, saving the HR team time (as well as improving SEO)
- Adding staff testimonials to increase social proof
- Adding a quick facts sidebar to highlight attractive stats, such as “benefits offered”
Streamlining the Hiring Process
AMI helped streamline the hiring process by implementing a data-gathering application form. The additional information on this form sped up preliminary screening by allowing HR to quickly identify the highly qualified individuals from large pools of applicants.
Executing the Digital Campaigns
Digital ads were created with the expertise of AMI’s copywriters, designers, and digital ad specialists. The digital campaign was multi-platformed but focused primarily on running a series of Google Search, Meta Display, LinkedIn Display and Linkedin Job Postings.
Combined with analytics from the previous year, AMI continuously monitored incoming data to refine ad targeting throughout the length of the hiring campaign.
“Anchor Marketing has consistently supported our ambitious goals, showcased remarkable flexibility with project timelines, and played an important role in the success of several annual campaigns. What distinguishes Anchor Marketing is their deep understanding of our school community, friendly approach, and ability to deliver high-quality work while introducing innovative ideas. They are an essential partner in many of Southpointe’s projects.”
Southpointe Academy
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