Local collaboration at its best: Unraveling the impact of In Cahoots Co's recruitment campaign for JBS Ipswich

It All Starts Here: The heart of JBS Ipswich's local awareness and recruiting campaign

Raising the profile: Promoting JBS Ipswich's brand through hyper-local community marketing

The program goals were: 

1. To position JBS as an employer of choice and help fill a set number of new roles.   
2. To increase employee morale and pride within JBS Dinmore, resulting in applicant referrals.  
3. To create a marketing campaign framework that can be implemented across other sites as required.  
4. To raise the profile of the JBS business and brand, in Ipswich, through the delivery of a hyper-local community marketing campaign through local engagement and paid digital advertising.
5. To help JBS Dinmore to achieve its goal of returning to full production run. 
   

To achieve these goals, a content strategy and key messaging document were created, and a campaign specific website (www.jbsipswichcareers.com.au) produced, for registrations of interest. 

The campaign theme of “JBS Ipswich … it all starts here” was used as the core of all marketing messaging. 

The numbers: Ipswich recruiting campaign

• 700+ job applications and counting
• 16,000 unique campaign website visitors
• 285,588 unique meta accounts reached (Facebook + Instagram)
• 1,815,568 paid ad impressions
• Low cost per lead (submitted applications)

This recruitment campaign is ongoing, and can be dialled up or down as required, in support of the local site’s recruitment needs. 

Campaign breakdown

The campaign elements included: 

• Storytelling Strategy 
• Video interviews with key personnel at its core 
• All interviews were transcribed so content could be used in blogs and social media quotes 
• Internal Communications 
• Support the HR team in the delivery of internal communications – newsletters, posters, key messaging etc 
• Community Outreach  
• Sponsorship identification and liaison with existing sponsors 
• Digital Campaign  
• Creation of a campaign website 
• Organic social media campaign, featuring key personnel 
• Paid Advertising  
• Paid digital campaign across three social media pillars 
• Convenience and cinema advertising 
• Outdoor / billboard ads 
• Business + Stakeholder Outreach 
• Outreach to key stakeholders, including elected representatives 
• Media Relations 
• Media support as required 
• Issues and Crisis Prep 
• Creation of an issues and crisis management plan 
• Collateral and Asset Creation 
• Creation of posters, loyalty cards etc, plus distribution of posters through local cafes 

In Cahoots Co is a creative marketing agency located in the Top of Town, Ipswich. We combine the power of storytelling with data driven marketing campaigns to help growing companies achieve their business goals.

Let's connect over a coffee sometime!