Attracting a high volume of top recruits.

The challenge

The Waldinger Corporation, a Midwest-based construction and service business, and TWC Services, a subsidiary focused on HVAC-R, commercial cooking and ice machine service, were expecting considerable growth across their organizations in 2022 and 2023. Needing to fill over 400 positions, they were looking for a way to amplify their recruitment efforts and attract high-quality talent.

Two smartphones displaying examples of campaign ads.
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Our approach

To help boost career page site traffic and quality job applications, The Waldinger Corporation and TWC Services partnered with PM to create a recruitment campaign that built brand awareness while spotlighting available career opportunities.

Three examples of campaign ads, one shown on a smartphone.
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The solution

In summer 2022, PM began an elevated social media marketing campaign to increase brand awareness and target professionals for critical roles within The Waldinger Corporation and TWC Services. Paid media efforts included recruitment ads on LinkedIn, Facebook and test runs on Instagram.

To create differentiation among competing companies, voice and visual work was done to ensure the brand’s personality shone through in each recruitment ad. A/B testing was also used to optimize ad performance and a retargeting campaign was included to re-engage prospects who had yet to view the job board.

Research + Strategy

Brand Identity + Positioning

Paid Media

Social Media Marketing

Digital Marketing

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The outcome

After implementation of the campaign, The Waldinger Corporation and TWC Services saw a year-over-year increase in website visitors with career search intent. Additionally, the careers page gained a 21 percent increase in page views, and over 4,500 applications were submitted during the advertising period. Seeing such success, PM was tapped to continue recruitment efforts through a multi-touch paid social campaign.

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