Edmen Group provides staffing solutions for Community Service organisations across Australia. Their workforce of skilled and qualified staff available for on-hire consists of; Disability Service Sector Staff, Aged Care Sector Staff and Youth Services Sector Staff. They are one of the largest providers of staff to these sectors in Australia.
Edmen identified the need to increase brand awareness through the use of Social Media and Social Marketing. There was a specific need to recruit more young Disability Support Workers between 21 – 35 to care for young people with a disability or challenging behaviour as a result of a disability. The focal point of this project was the recruitment of young people through media that is more relevant to them, such as social media, as oppose to traditional press advertising. The campaign targeted youths who are connected to Church groups, Universities, TAFE etc. who are perhaps looking for a career in the health care sector.
Social Media has quickly become the most effective marketing tool available to businesses and organisations, with more than 1 billion users on Facebook, 500 million users on Twitter and 490 million monthly users on YouTube. In Australia, more than 1 in 3 people use Facebook, with the majority of that figure between ages 16 – 40. The advertising tools available to businesses has improved greatly in the last 12 months, as social networks aim to improve their advertising revenues.
The campaign is based around a short film of 60 seconds. The clip has been uploaded to YouTube and connected to all social network profiles. The film was produced by Rebel Spirit Productions in Brisbane.
We established all social media accounts; Facebook, Google+, Twitter and also set up an Edmen YouTube Channel. The profiles were suitably branded to have the same look and feel as all campaign artwork. Printed materials in the form of DL flyers and posters help drive traffic to the online campaign through the use of a web address which took people to a mobile friendly splash page. The splash page includeed the short film, further details and a feedback form for potential employees to leave their details.
In addition to organic traffic from Social Media portals, pay-per-click advertising was used to generate targeted traffic. Advertising on Facebook and Google represents excellent value for money due to their very targeted advertising tools. For example, adverts for this campaign specifically targeted young people aged between 21 – 35, who have interests and activities listed as ‘church, university, tafe’. This form of advertising is on a pay-per-click basis, where you only pay for actual visits to your website.
Since the launch of the campaign we have managed and maintained all Edmen’s social media platforms, as well as all their online advertising.