Ottawa Job Fair Paid Social Campaign

Company: Jobs Canada Fair

Channel: LinkedIn, Meta (Facebook & Instagram) & EventBrite

Running Date: March 15th – April 26th 2022

Campaign Overview:

For the Ottawa Job Fair held on April 26, 2022, Jobs Canada Fair executed a targeted social media campaign aimed at attracting hiring companies and job seekers in the Ottawa region. The event was hosted at the Ottawa Shaw Centre, a prime location, allowing job seekers and employers to connect, explore career opportunities, and facilitate immediate hiring. The campaign leveraged LinkedIn, Facebook, Instagram, and Eventbrite to maximize event visibility, encourage registrations, and establish Jobs Canada Fair as a prominent job fair organizer in Ottawa.

Campaign Duration:

• Promotional Start Date: March 15, 2022
• Event Date: April 26, 2022

Channels and Budget:

1. LinkedIn: $4,800
   • • Targeted ads to reach both hiring companies and job seekers.
2. Facebook & Instagram (Meta): $3,700
   • • Focused on engaging Ottawa-based job seekers.
3. Eventbrite: $1,200
   • • Used to boost the event listing and drive registrations.

Total Campaign Budget: $9,700

Target Audience:

• The campaign focused on two primary groups:

  1. Hiring Companies: Targeted on LinkedIn, including HR professionals, recruiters, and business owners.
  2. Job Seekers: Reached through LinkedIn, Facebook, Instagram, and Eventbrite, with a focus on those interested in job opportunities and career fairs in Ottawa

Campaign Objectives:

• Increase Awareness: Establish Jobs Canada Fair as a leading organizer of hiring events in Ottawa.
• Drive Registrations and RSVPs: Encourage job seekers to register via Eventbrite and social media, ensuring a high turnout.
• Enhance Event Attendance: Reach active job seekers in Ottawa to maximize in-person attendance.

Key Campaign Metrics:

• Average Monthly Reach: 190,000 users across platforms
• Eventbrite Registrations: Over 1,100 registrations
• Event Attendance: 1,100+ attendees with 25+ hiring companies

Platform Strategies & Execution:

 LinkedIn Ads

• • Ad Formats:
    • Sponsored Content: Promoted event-specific posts to HR professionals, recruiters, and companies in the Ottawa area, emphasising the value of connecting directly with job seekers.
    • Text Ads: Simple, effective text ads were displayed to professionals in hiring roles, prompting them to participate in the job fair.
    • Event Ads: Targeted event ads aimed at job seekers, with clear event details and a call-to-action to register.
  • Targeting:
    • For Hiring Companies: Focused on HR managers, recruiters, and small business owners in Ottawa.
    • For Job Seekers: Targeted LinkedIn members interested in employment opportunities, job fairs, and career advancement within the Ottawa region
  • Example Ad Script:
    • Sponsored Content for Hiring Companies: “Looking to hire in Ottawa? Join us at the Ottawa Job Fair and connect with top local talent. Register your company today and streamline your recruitment efforts!”
    • Event Ad for Job Seekers: “The Ottawa Job Fair is coming to Shaw Centre on April 26th! Meet over 25 hiring companies. Register now to secure your spot!”
  • Performance Highlights:
    • Reach: Over 95,000 HR professionals and job seekers.
    • Engagement: Sponsored content generated an average CTR of 3.4%, leading to high engagement and registrations.
    • Registrations via LinkedIn: Contributed over 600 RSVPs, ensuring robust attendance and a quality talent pool.

Facebook & Instagram (Meta)

• • Ad Formats:
    • Event Ads: Promoted the Ottawa Job Fair to local job seekers, highlighting details such as the venue, date, and participating companies.
    • Story Ads: Used eye-catching story ads with countdowns to create a sense of urgency and drive last-minute registrations.
    • Carousel Ads: Showcased several of the participating companies, each with a call-to-action to “Register Now,” giving job seekers a preview of the potential employers they could meet.
  • Targeting:
    • Demographics: Targeted users aged 20-55 with an interest in career events and employment opportunities.
    • Interest-Based Targeting: Interests included job searching, career fairs, and professional networking.
    • Geo-Targeting: Limited to the Ottawa area to ensure relevance and maximise local attendance.
  • Example Ad Script:
    • Event Ad Copy: “Looking for a job in Ottawa? Join us at the Ottawa Job Fair on April 26th! Meet hiring companies, network, and explore new opportunities. Register now on Eventbrite!”
    • Story Ad Copy: “Ottawa Job Fair is almost here! Don’t miss the chance to meet top employers and take the next step in your career. Swipe up to register!”
  • Performance Highlights:
    • Reach: Over 75,000 users across Facebook and Instagram.
    • Engagement: Generated 1,900+ interactions (likes, shares, comments, and RSVPs), creating excitement and community buzz.
    • Registrations: Helped drive over 450 RSVPs, contributing significantly to event attendance.

EventBrite:

• • Ad Formats:
    • Event Listing: Detailed listing with event information, including location, time, and participating companies, to attract interested job seekers.
    • Sponsored Event Ads: Used Eventbrite’s advertising tools to boost visibility for users actively looking for career fairs and networking events in Ottawa.
  • Targeting:
    • Focused on Ottawa residents searching for job fairs, employment events, and professional networking opportunities.
  • Example Event Description:
    • Event Title: “Ottawa Job Fair – Connect with Hiring Companies!”
    • Event Description: “Looking for work in Ottawa? Join us at the Ottawa Job Fair on April 26th at the Shaw Centre. Meet over 25 hiring companies, explore career opportunities, and take the next step in your professional journey. Register today on Eventbrite!”
  • Performance Highlights:
    • Eventbrite contributed over 200 direct registrations through targeted promotions.
    • High conversion rate from users searching for career-related events, resulting in committed and motivated attendees.

Results:

The Ottawa Job Fair social media campaign achieved remarkable success, driving significant engagement, awareness, and attendance.

• • Total Reach: Over 190,000 users across LinkedIn, Facebook, Instagram, and Eventbrite.
  • Total Engagement: Generated over 3,000 interactions (likes, shares, comments, RSVP clicks) across all platforms.
  • Event Attendance: Over 1,100 attendees with 25+ hiring companies present.
  • Registrations: Over 1,100 registrations across platforms, resulting in strong attendance and successful event execution.

Key Takeaways and Best Practices:

• Cross-Platform Consistency: Consistent messaging across LinkedIn, Facebook, Instagram, and Eventbrite reinforced event details, helping build brand recall and drive attendance.
• Localised Targeting: Focusing on Ottawa-based users ensured ads reached a relevant audience, maximising both attendance and engagement.
• Effective Use of Eventbrite: Eventbrite played a crucial role in attracting users actively looking for career fairs, increasing registration efficiency and attendance.
• Engaging Ad Formats: Utilising event ads, story ads, and carousel ads captured user attention and highlighted the variety of hiring companies, appealing to a broad audience of job seekers.

Conclusion:

The Ottawa Job Fair campaign successfully attracted both job seekers and hiring companies through a well-coordinated social media strategy. By leveraging LinkedIn, Facebook, Instagram, and Eventbrite, Jobs Canada Fair reached a large and engaged audience, solidifying its position as a premier job fair organiser in Ottawa. The event’s success in terms of attendance, engagement, and registrations demonstrates the effectiveness of targeted social media campaigns in driving local event participation and achieving high turnout. This campaign highlighted the impact of cross-platform marketing and consistent messaging in promoting community-focused job fairs.