HIRING THOUSANDS IN RURAL NEBRASKA

Campaign: North Platte Train Crew Recruiting


Date: Jul. 1 – Jul. 31, 2018   Budget: $1,200


Goal: Union Pacific has hundreds of train crew positions to fill in North Platte, Nebraska’s Bailey Yard. North Platte had a population of 23,888 in 2017. Following recent periods of furlough, Union Pacific’s reputation has been damaged within the community. Local residents no longer consider UP a reliable place to work. In light of these reputational challenges, the small population and a low local unemployment rate, this social media campaign seeks to attract people who are used to relocating for a job – Veterans, for example – to the North Platte area to fill these positions.


Platform:  Facebook, Instagram ($900) and Twitter ($300) (dark posts)


Targeting:


People ages 18-65+ who live in Arizona, Arkansas, Colorado, Idaho, Illinois, Indiana, Iowa, Kansas, Louisiana, Michigan, Minnesota, Missouri, Montana, Nebraska, New Mexico, North Dakota, Oklahoma, South Dakota, Texas, Utah, Wisconsin or Wyoming who are interested in Air Force Reserve Command, Marines, West Point – The U.S. Military Academy, United States Department of the Air Force, United States Air Force, Offshore drilling, Army National Guard, national guard, United States Armed Forces, oil refinery, Veterans, United States Army Reserve, United States Army, United States Air Force Security Forces, Oil field, United States Navy, United States Coast Guard Reserve, United States Coast Guard, United States Navy Reserve, United States Marine Corps and Air Force.


Messaging:


Looking for a meaningful career with great pay and great benefits? Want to be part of something bigger? Here's your chance! Union Pacific Railroad is looking for hometown heroes. Now offering hiring incentives of up to $25,000 for positions in North Platte! Only candidates hired in North Platte are eligible for the incentives. Union Pacific connects communities in 23 states, hauling goods Americans rely on every day. Are you up to the challenge? Apply today: https://UP.jobs/NorthPlatte


Success Measurement:


  • Reach > 100,000

  • Click-through Rate > 2%

  • Cost-per-click < $0.30

  • Conversion rate > 4%

  • 100+ new applicants


Results:


The recruiting team received 338 new completed applications from Facebook, Instagram and Twitter in July 2018, for a applicant conversion rate of 5.33%. This campaign achieved all outlined success goals.


  • Reach: 229,413

  • Reactions: 1,232

  • Comments: 123

  • Shares: 387

  • Clicks: 6,341

  • Overall Engagement: 8,083

  • Click-through Rate: 2.76%

  • Engagement Rate: 3.52%

  • Cost per Click: $0.19

 

©2019 by Alison Freemyer.