CASE STUDY

Adult Social Care (Essex County Council)

How PLMR Genesis helped Essex County Council launch a recruitment campaign to obtain new carers in Essex

Client

Adult Social Care (Essex County Council)

Services provided

The Situation

The Essex County Council Adult Social Care team wanted to launch a recruitment campaign to obtain new carers for positions in Essex. They wanted to promote a career in care – targeting current healthcare workers and those individuals looking for a career change. The ‘Your Career Matters’ campaign wanted to use digital advertising to encourage applications and to also challenge to perception of working in care.

What we did

PLMR Digital implemented an omni-channel digital campaign through Meta (Facebook, Instagram, Audience Network, and Messenger), Google Display and YouTube advertising, using a range of dedicated images and videos. The ads were developed to target job seekers with altruistic tendencies and were personalised to detailed interests, demographics, and social behaviour. Targeting for each sub-campaign was personalised to detailed interests, demographics, and online behaviour. Due to the nature of the ads, real-life still and video creatives were developed to accompany the messaging to help resonate with audiences and further increase applications.

The Result

The campaign was originally launched in 2021 but due to the great success of the ads, the campaign continues to run 3 years later with performance improving year on year. Our approach of positioning health and social care as a leading industry with a wide variety of jobs and the opportunity to progress ensured thousands of applicants applied through the ads, meaning hundreds of vacancies were filled.

The latest refresh of the campaign launched in November 2023. As of March 2024, the ads have reached over 2 million individuals with over 60,000 users clicking through to the dedicated landing page, generating an extremely cost-effective cost-per-click of just £0.15.

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