Vancouver Job Fair Paid Social Campaign

Company: Jobs Canada Fair

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

Running Date: May 1st – June 22nd 2022

Campaign Overview:

To drive attendance and increase engagement for the Vancouver Job Fair on June 22nd, Jobs Canada Fair launched a comprehensive paid social media campaign. The campaign’s main objectives were to attract both hiring companies and job seekers, with a focus on reaching a diverse talent pool and companies seeking immediate hires. With the event hosted at the Holiday Inn – Vancouver Downtown, the campaign aimed to position Jobs Canada Fair as a key facilitator for hiring in Vancouver. The campaign utilised LinkedIn, Facebook, Instagram, and Eventbrite to maximise visibility and ensure the event reached relevant audiences.

Campaign Duration:

• Start Date: May 1, 2022
• End Date: June 22, 2022

Channels and Budget:

1. LinkedIn: $5,000
   • • Targeted to both job seekers and hiring companies.
2. Facebook & Instagram (Meta): $4,000
   • • Focused on reaching job seekers with engaging ads and stories.
3. Eventbrite: $1,000
   • • Boosted the event listing to increase sign-ups and online RSVPs.

Total Campaign Budget: $10,000

Target Audience:

The campaign had two main audiences:

• • Hiring Companies: Targeted through LinkedIn ads, including recruitment agencies, HR managers, and companies actively hiring.
  • Job Seekers: Reached on LinkedIn, Facebook, Instagram, and Eventbrite, focusing on those interested in employment opportunities, career fairs, and job changes.

Campaign Objectives:

• Increase Brand Awareness: Establish Jobs Canada Fair as a leading job fair organiser in Vancouver and encourage hiring companies to participate.
• Drive Registrations and RSVPs: Maximise the number of job seekers registering for the event through Eventbrite and social media ads.
• Enhance Event Attendance: Reach job seekers actively looking for career opportunities and drive in-person attendance.

Key Campaign Metrics:

• Average Monthly Reach: 200,000 users across platforms
• Registrations on Eventbrite: Over 1,200 registrations
• Event Attendance: 1,000+ attendees, with over 20 participating companies

Platform Strategies & Execution:

 LinkedIn Ads

• • Ad Formats:
    • Sponsored Content: Targeted posts aimed at HR professionals, recruiters, and companies in the Vancouver area. Ads promoted the benefits of participating in the job fair, highlighting the large pool of job seekers and the immediate hiring opportunities.
    • Text Ads: Simple, direct ads appeared alongside LinkedIn feeds, targeting professionals in hiring and recruitment roles.
    • Event Ads: Specific event ads encouraged job seekers to register, with clear details on the time, location, and participating companies.
  • Targeting:
    • For Hiring Companies: Targeted HR managers, recruiters, and small to medium-sized business owners with hiring needs in the Vancouver region.
    • For Job Seekers: Focused on LinkedIn members with interests in job hunting, career fairs, and recent job-related searches, with specific targeting of Vancouver-based professionals.
  • Example Ad Script:
    • Sponsored Content for Hiring Companies: “Looking to hire top talent in Vancouver? Join us at the Vancouver Job Fair! Connect with skilled professionals, speed up your hiring process, and boost your recruitment efforts. Register your company today!”
    • Event Ad for Job Seekers: “Vancouver Job Fair is here! Over 20 hiring companies are looking for talent like you. Register now to secure your spot!”
  • Performance Highlights:
    • Reach: Over 100,000 HR professionals, recruiters, and job seekers in Vancouver.
    • Engagement: Sponsored content received an average CTR of 3.5%, driving registrations for both hiring companies and job seekers.
    • Registrations via LinkedIn: Contributed to 600+ RSVPs from job seekers, boosting overall attendance and ensuring a quality talent pool for hiring companies.

Facebook & Instagram (Meta)

• • Ad Formats:
    • Event Ads: Promoted the event to job seekers with specific details on location, timing, and participating companies. Ads highlighted the benefits of attending, such as direct networking with recruiters and immediate hiring opportunities.
    • Story Ads: Short, visually engaging story ads with the event’s details and countdowns created urgency and excitement.
    • Carousel Ads: Featured several participating companies, each with a call-to-action to “Register Now,” allowing job seekers to see the variety of employers they could meet.
  • Targeting:
    • Demographics: Focused on users aged 20-50, including those actively seeking jobs or interested in career advancement.
    • Interest-Based Targeting: Interests included job search, career fairs, and employment-related keywords.
    • Geo-Targeting: Limited to Vancouver and surrounding areas to maximise local attendance
  • Example Ad Script:
    • Event Ad Copy: “Looking for work or a career change? Meet over 20 hiring companies at the Vancouver Job Fair! Join us on June 22nd for opportunities in various industries. Register now on Eventbrite!”
    • Story Ad Copy: “Vancouver Job Fair is just around the corner! Don’t miss your chance to meet top employers and land your next job. Swipe up to register!”
  • Performance Highlights:
    • Reach: Reached over 80,000 users across Facebook and Instagram.
    • Engagement: Generated 2,000+ clicks and RSVPs through engaging event ads and stories.
    • Registrations: Helped drive over 500 RSVPs for the event, contributing to the high turnout.

EventBrite:

• • Ad Formats:
    • Event Listing: Created a detailed listing with event details, including location, participating companies, and a call-to-action for job seekers to secure their spot.
    • Sponsored Event Ads: Boosted the listing to reach a broader audience of job seekers in Vancouver actively looking for events and job fairs.
  • Targeting:
    • Targeted users in Vancouver interested in employment opportunities, job fairs, and professional networking events.
  • Example Event Description:
    • Event Title: “Vancouver Job Fair – Meet Hiring Companies and Land Your Next Job!”
    • Event Description: “Are you looking for work? Join the Vancouver Job Fair and connect with over 20 hiring companies. Discover job opportunities in various fields and meet recruiters face-to-face. Register today and take the next step in your career!”
  • Performance Highlights:
    • Registrations: Eventbrite contributed over 200 direct registrations.
    • High Conversion Rate: Eventbrite’s targeted promotion proved effective in attracting job seekers who were already browsing for employment-related events, maximising registration efficiency.

Results:

The Vancouver Job Fair social media campaign achieved substantial success, generating high levels of awareness, engagement, and attendance.

• Total Reach: Over 200,000 users across LinkedIn, Facebook, Instagram, and Eventbrite.
• Total Engagement: Generated 3,500+ interactions (likes, shares, comments, RSVP clicks) across all platforms.
• Event Attendance: Over 1,000 attendees with 20+ hiring companies present.
• Registrations: The campaign resulted in over 1,200 registrations across LinkedIn, Facebook, Instagram, and Eventbrite, ensuring a full event with diverse candidates.

Key Takeaways and Best Practices:

• Effective Multi-Audience Targeting: Using LinkedIn to target both job seekers and hiring companies allowed for a streamlined approach, reaching two key audiences in a single platform.
• Cross-Platform Consistency: The unified messaging across LinkedIn, Facebook, Instagram, and Eventbrite helped reinforce brand recall, ensuring that users encountered consistent event details and promotions.
• Localised Event Marketing: Focusing on Vancouver-based job seekers and companies through geo-targeting maximised the relevance of ads and encouraged higher RSVPs and attendance.
• Leveraging Eventbrite: Promoting the event on Eventbrite attracted users already searching for career events, increasing the likelihood of registrations and attendance.

Conclusion:

The Vancouver Job Fair social media campaign successfully achieved its objectives by combining targeted advertising with engaging ad formats across multiple platforms. By leveraging LinkedIn, Facebook, Instagram, and Eventbrite, Jobs Canada Fair reached a large, relevant audience of job seekers and companies. The campaign established Jobs Canada Fair as a premier job fair organiser in Vancouver, driving substantial turnout, engagement, and brand recognition in the region. This case study highlights the effectiveness of tailored, cross-platform social media campaigns in promoting local events and achieving high attendance.