Winnipeg Job Fair Paid Social Campaign

Company: Jobs Canada Fair

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

Running Date: March 15th – April 26th 2022

Campaign Overview:

In preparation for the Winnipeg Job Fair held on May 11, 2022, Jobs Canada Fair launched a targeted paid social media campaign to attract both hiring companies and job seekers in the Winnipeg area. Hosted at the Fort Garry Hotel, the event aimed to provide a platform for job seekers to connect with potential employers, explore career opportunities, and facilitate immediate hiring. The campaign used LinkedIn, Facebook, Instagram, and Eventbrite to maximise reach, encourage attendance, and establish Jobs Canada Fair as a top job fair organiser in Winnipeg.

Campaign Duration:

• Promotional Start Date: April 1, 2022
• Event Date: May 11, 2022

Channels and Budget:

1. LinkedIn: $4,500
   • • Targeted both hiring companies and job seekers to create awareness and engagement.
2. Facebook & Instagram (Meta): $3,500
   • • Focused on reaching local job seekers through engaging ads and stories.
3. Eventbrite: $1,000
   • • Used to boost the event listing and drive online registrations.

Total Campaign Budget: $9,000

Target Audience:

The campaign focused on two primary audiences:

• • Hiring Companies: Reached on LinkedIn with ads targeting HR professionals, recruiters, and business owners with hiring needs.
  • Job Seekers: Engaged through LinkedIn, Facebook, Instagram, and Eventbrite, targeting individuals actively looking for jobs, interested in career fairs, or seeking a career change.

Campaign Objectives:

• Increase Awareness: Establish Jobs Canada Fair as a key organiser of hiring events in Winnipeg and encourage hiring companies to participate.
• Drive Registrations and RSVPs: Maximise job seeker sign-ups through Eventbrite and social media to ensure a high turnout.
• Enhance Event Attendance: Reach active job seekers and encourage them to attend the fair for in-person hiring opportunities.

Key Campaign Metrics:

• Average Monthly Reach: 180,000 users across platforms.
• Eventbrite Registrations: Over 1,000 registrations.
• Event Attendance: 1,000+ attendees, with 20+ hiring companies present.

Platform Strategies & Execution:

 LinkedIn Ads

• • Ad Formats:
    • Sponsored Content: Featured targeted posts promoting the event to HR professionals, recruiters, and business owners in the Winnipeg area. The ads highlighted the benefits of attending for hiring companies, such as direct access to job seekers and the potential for immediate hiring.
    • Text Ads: Simple, direct ads appeared on the LinkedIn feed, targeting professionals in hiring roles with a call to participate in the job fair.
    • Event Ads: Promoted event-specific ads aimed at job seekers, providing details on time, location, and participating companies to increase sign-ups.
  • Targeting:
    • For Hiring Companies: Targeted HR professionals, recruiters, and small to medium-sized business owners in Winnipeg who were actively hiring.
    • For Job Seekers: Focused on LinkedIn members with interests in job hunting, career fairs, and employment-related searches, specifically targeting the Winnipeg area.
  • Example Ad Script:
    • Sponsored Content for Hiring Companies: “Looking to hire top talent in Winnipeg? Join us at the Winnipeg Job Fair! Connect with skilled professionals and speed up your hiring process. Register your company today!”
    • Event Ad for Job Seekers: “Ready to land your next job? Join us at the Winnipeg Job Fair on May 11th! Over 20 hiring companies are looking for talent like you. Register now to secure your spot!”
  • Performance Highlights:
    • Reach: Over 90,000 professionals, job seekers, and recruiters in Winnipeg.
    • Engagement: Sponsored content achieved an average CTR of 3.2%, driving registrations and encouraging participation.
    • Registrations via LinkedIn: Contributed over 500 RSVPs for the event, ensuring a strong turnout.

Facebook & Instagram (Meta)

• • Ad Formats:
    • Event Ads: Promoted the job fair event to job seekers with details on location, time, and the opportunity to meet hiring companies. Ads emphasised the benefits of attending, such as networking opportunities and potential for immediate hiring.
    • Story Ads: Created visually engaging story ads with event details, countdowns, and a “Swipe Up” call-to-action to increase urgency and drive registrations.
    • Carousel Ads: Featured a selection of participating companies with a “Register Now” call-to-action, allowing job seekers to see some of the potential employers they could meet.
  • Targeting:
    • Demographic Targeting: Focused on users aged 25-55, specifically targeting those interested in employment opportunities and career advancement.
    • Interest-Based Targeting: Interests included job searching, career fairs, and employment-related topics.
    • Geo-Targeting: Limited to the Winnipeg area to ensure high local attendance.
  • Example Ad Script:
    • Event Ad Copy: “Looking for a job in Winnipeg? Meet over 20 hiring companies at the Winnipeg Job Fair on May 11th! Join us at Fort Garry Hotel and take the next step in your career. Register on Eventbrite today!”
    • Story Ad Copy: “Winnipeg Job Fair is just days away! Don’t miss your chance to connect with hiring companies. Register now and get ready to land your dream job!”
  • Performance Highlights:
    • Reach: Over 70,000 users across Facebook and Instagram.
    • Engagement: Generated over 1,800 interactions (likes, shares, RSVPs), creating buzz and excitement.
    • Registrations: Helped drive over 400 RSVPs, contributing to strong event attendance.

EventBrite:

• • Ad Formats:
    • Event Listing: Created a comprehensive Eventbrite listing with event details, participating companies, and a call to RSVP. The listing was optimised to appear in local searches for career fairs.
    • Sponsored Event Ads: Used Eventbrite’s ad platform to promote the event listing and increase RSVPs from users actively searching for career-related events in Winnipeg.
  • Targeting:
    • Focused on Winnipeg residents searching for job fairs, employment opportunities, and professional networking events.
  • Example Event Description:
    • Event Title: “Winnipeg Job Fair – Meet Hiring Companies in Your Area!”
    • Event Description: “Are you looking for a job in Winnipeg? Join us at the Winnipeg Job Fair on May 11th! Connect with over 20 hiring companies, network with industry professionals, and explore career opportunities. Register on Eventbrite today to secure your spot!”
  • Performance Highlights:
    • Eventbrite contributed an additional 200 registrations directly from targeted ads.
    • High conversion rate among users actively seeking employment events, ensuring an interested audience at the job fair.

Results:

The Winnipeg Job Fair social media campaign was a success, achieving high levels of awareness, engagement, and attendance.

• • Total Reach: Over 180,000 users across LinkedIn, Facebook, Instagram, and Eventbrite.
  • Total Engagement: Generated over 3,000 interactions (likes, shares, comments, RSVP clicks) across platforms.
  • Event Attendance: Over 1,000 attendees and 20+ hiring companies at the event.
  • Registrations: Achieved over 1,000 registrations across platforms, ensuring a full and well-attended event.

Key Takeaways and Best Practices:

• Effective Audience Segmentation: Leveraging LinkedIn for both job seekers and hiring companies allowed for efficient reach to relevant audiences, increasing both attendance and participation.
• Consistent Cross-Platform Messaging: Coordinated messaging across LinkedIn, Facebook, Instagram, and Eventbrite reinforced the event details and helped build brand recall.
• Targeted Event Promotion: The focus on Winnipeg-based users ensured ads reached a local, interested audience, maximising attendance and engagement.
• Leveraging Eventbrite for RSVPs: Eventbrite was a valuable platform for attracting individuals actively searching for job fairs, resulting in high conversion rates and committed attendees.

Conclusion:

The social media campaign for the Winnipeg Job Fair was highly successful, achieving significant reach, engagement, and attendance. By leveraging LinkedIn, Facebook, Instagram, and Eventbrite, Jobs Canada Fair effectively connected with both job seekers and hiring companies, ensuring a well-attended event with valuable networking and employment opportunities. This campaign underscores the impact of targeted social media and event promotion in driving local engagement and facilitating successful in-person events.