Goodwill is an iconic brand known by many for its thrifty offerings and the “goodwill” it does within communities. In 2021, their team sought out Williams Randall Advertising to solve a problem. They were having trouble recruiting employees across several key areas: retail, commercial services (manufacturing & janitorial), nursing, and education.
We got to work using our Left-Brain Creativity process, creating a campaign to draw attention to job opportunities at Goodwill and drive awareness of the organization’s mission. In practice, we achieved this by creating a landing page and driving traffic to the page’s “See Jobs” button.
We set out to create a campaign that could reach multiple audiences. Our first audience included people interested in commercial services and retail roles, while our second audience included those interested in nursing and education positions. Our creative team crafted messaging for each audience, and our media team worked to figure out the most relevant geographies for the campaign. We employed a mix of media including search engine marketing, display, and social.
While the retail and commercial audience converted at a high rate, the recruiting challenges of the pandemic seemed to impact our results with the nursing and education audience. So, the following year, we ran the campaign again. This time, we increased our reach and frequency, adding Pinterest to our list of social platforms for the nursing segment of our campaign. In 2022, we also helped the organization transition its recruiting software from iCIMS to Workday, running point on strategy, branding, programming, and analytics. This change assisted human resources in more smoothly operating recruitment efforts.