Helping a frozen food manufacturer heat up talent recruitment efforts.
MESSAGING / MARKET-SPECIFIC LANDING PAGES /
PAID DIGITAL & SOCIAL MEDIA / ORGANIC SOCIAL ENGAGEMENT
Situation
Faced with a critical staffing shortage during the pandemic and a need to remain competitive with talent recruitment, Ajinomoto Foods North America (AFNA) — a leader in frozen food manufacturing — enlisted the employer brand expertise of Falls & Co. to execute a strategic digital campaign to target and convert potential applicants into valued team members.
insight
Due to workers needing to be in close proximity to manufacturing plants, a strategy targeting potential candidates by location — specifically those in the top four in-need markets — became a priority. Additionally, to remain competitive in the marketplace for talent, it became imperative to incorporate aspirational messaging in the campaign to speak to the true value and growth potential of working at AFNA. The current AFNA careers page, which did little to communicate the brand’s core values, mission or vision – or a sense of what it is like to be part of the AFNA team, was sterile and failed to connect to these potential applicants in a deeper, more meaningful way.
Strategy
After thorough discussions with HR executives and in-depth interviews with current employees to determine key employment selling points as well as areas of opportunities, we recommended and executed a strategic integrated campaign to target potential job candidates. We built this strategy upon new messages we developed, which focused on the value proposition of working at AFNA, highlighting the organization’s culture, core values, and benefits. We peppered this messaging throughout our campaign, which included market-specific landing pages combined with a paid digital and social media buy and organic social engagement with a goal to drive qualified candidates to the iCIMS career page.
