Pioneering Virtual Job Fairs in COVID-19

Company: Jobs Canada Fair

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

Launch Date: October 2021

Campaign Overview:

As COVID-19 lockdowns disrupted in-person events, Jobs Canada Fair adapted by pioneering virtual job fairs, providing a platform for hiring companies and job seekers to connect safely online. One of the flagship virtual events was the Skilled Trades & Manufacturing Virtual Career Fair held on May 3, 2022. This event allowed companies across Canada to meet and engage with skilled professionals remotely. By leveraging digital tools and an engaging virtual platform, Jobs Canada Fair successfully replicated the in-person experience online, ensuring continuity for job seekers and recruiters during a challenging time.

Event Format & Platform :

• The virtual fair was hosted on a custom-built platform designed to simulate an in-person job fair experience.
• Features included:
• Virtual booths for each company, allowing job seekers to view information, watch videos, and access links.
• Real-time chat and video call capabilities, enabling one-on-one interactions between recruiters and candidates.
• Virtual presentations from participating companies to introduce their work culture, roles, and opportunities.

Campaign Objectives:

• Facilitate Employment Opportunities: Ensure job seekers and hiring companies could continue connecting despite COVID-19 restrictions.
• Maintain Brand Presence: Establish Jobs Canada Fair as a versatile event organizer capable of adapting to digital formats.
• Enhance Engagement: Create an interactive online environment that mirrors the experience and value of an in-person event.

Event Highlights:

• Date: November 5th
• Duration: 1 PM – 4 PM (Eastern Time)
• Participating Companies: 25+ hiring companies from industries like manufacturing, construction, utilities, and logistics.
• Total Registrations: Over 1,500 job seekers signed up to attend the virtual event.
• Attendance: More than 1,200 active participants logged in on the day of the event, interacting with company representatives.

Platform Strategies & Execution:

 LinkedIn Ads

• • Ad Formats:
    • Sponsored Content: Promoted posts to target HR professionals and skilled tradespeople with an interest in manufacturing and related industries.
    • Event Ads: Targeted job seekers with specific skills in manufacturing, construction, and skilled trades, encouraging them to register for the virtual event.
  • Targeting:
    • For Hiring Companies: Focused on HR and recruitment professionals in manufacturing, skilled trades, and logistics sectors.
    • For Job Seekers: Targeted LinkedIn members in Canada with backgrounds in skilled trades, manufacturing, and construction.
  • Example Ad Script:
    • For Hiring Companies: “Join Canada’s leading virtual job fair for skilled trades and manufacturing. Connect with top talent remotely and make your next hire at the Skilled Trades & Manufacturing Virtual Career Fair!”
    • For Job Seekers: “Looking for new opportunities in skilled trades and manufacturing? Register for the Skilled Trades Virtual Job Fair on May 3rd and meet leading employers from across Canada!”
  • Performance Highlights:
    • Reach: Over 100,000 skilled professionals and HR personnel across Canada.
    • Registrations: Contributed to 700+ registrations for the virtual event.

Facebook & Instagram (Meta)

• • Ad Formats:
    • Event Ads: Highlighted the virtual nature of the fair, assuring job seekers that they could explore career opportunities safely from home.
    • Story Ads: Engaging story ads showcased participating companies, generating excitement about the event and driving traffic to the registration page.
    • Video Ads: Short clips explaining how the virtual fair would work, demonstrating the platform’s features, and showing the benefits of participation.
  • Targeting:
    • Demographics: Aimed at users aged 25-55 in Canada with interests in skilled trades, manufacturing, and career development.
    • Interest-Based Targeting: Included job search, career fairs, and professional development.
    • Geo-Targeting: Nationwide reach to attract participants from various Canadian provinces.
  • Example Ad Script:
    • Event Ad Copy: “Ready to explore new opportunities in manufacturing and skilled trades? Join our virtual job fair on May 3rd and connect with Canada’s top employers – all from the comfort of home. Register now!”
    • Story Ad Copy: “Meet top companies virtually! Jobs Canada Fair’s Skilled Trades & Manufacturing Career Fair is just around the corner. Don’t miss out – swipe up to register!”
  • Performance Highlights:
    • Reach: Over 80,000 users across Facebook and Instagram.
    • Registrations: Helped drive over 500 additional RSVPs, reinforcing the event’s success.

EventBrite:

• • Ad Formats:
    • Event Listing: Created an engaging listing with all event details, including participating companies, instructions for joining the virtual fair, and a clear call-to-action for job seekers to register.
    • Sponsored Event Ads: Targeted ads to boost the event’s visibility on Eventbrite and reach users searching for job fairs and career opportunities.
  • Targeting:
    • Job Seekers: Focused on individuals actively seeking career fairs and employment events in skilled trades, manufacturing, and construction.
  • Example Event Description:
    • Event Title: “Skilled Trades & Manufacturing Virtual Career Fair – Meet Hiring Companies!”
    • Event Description: “Looking for work in skilled trades or manufacturing? Join our virtual career fair on May 3rd and connect with top Canadian employers, all from the comfort of your home. Register now and don’t miss this opportunity!”
  • Performance Highlights:
    • Contributed to 300 registrations directly through Eventbrite.
    • High conversion rate for users searching for job fairs, indicating strong interest in virtual career opportunities.

Results:

The Skilled Trades & Manufacturing Virtual Career Fair campaign successfully attracted a high number of job seekers and hiring companies, proving the viability and effectiveness of virtual job fairs.

• • Total Reach: Over 180,000 users across LinkedIn, Facebook, Instagram, and Eventbrite.
  • Total Engagement: Generated 2,500+ interactions across platforms.
  • Event Attendance: Over 1,200 attendees with 25+ hiring companies actively participating.
  • Registrations: Secured 1,500 registrations across platforms, ensuring a well-attended virtual event.

Key Takeaways and Best Practices:

• Adaptability in Event Hosting: Shifting to virtual job fairs allowed Jobs Canada Fair to maintain its mission of connecting job seekers and employers despite pandemic restrictions.
• Enhanced User Experience: By creating a digital platform with interactive features such as real-time chat, video calls, and virtual booths, the event delivered a comprehensive experience, closely simulating an in-person fair.
• Cross-Platform Engagement: Promoting the event across LinkedIn, Facebook, Instagram, and Eventbrite allowed for extensive reach, ensuring high visibility and maximising attendance.
• Virtual Event Scalability: The success of this event set the stage for future virtual job fairs, demonstrating that the virtual model could attract a large audience and deliver results.

Conclusion:

The Skilled Trades & Manufacturing Virtual Career Fair campaign was a resounding success, proving the effectiveness of virtual job fairs in maintaining engagement during COVID-19. Jobs Canada Fair’s ability to pivot to a digital format allowed for uninterrupted service to job seekers and hiring companies. This virtual event established Jobs Canada Fair as a leader in adapting to new challenges and delivering innovative solutions in the employment sector, paving the way for more virtual events in the future. This case study highlights the potential of virtual platforms in facilitating large-scale professional events, connecting job seekers with employers, and delivering measurable results even during unprecedented times.