Dome Coffees Recruitment Campaign
case study →
Dome Coffees Recruitment Campaign
Using online recruitment sites was not only proving costly, but was delivering an overwhelming percentage of 'tick a box' applications. We created an integrated campaign featuring their most valuable asset: their current staff members. The results were extremely positive:
→ 1065 applicants (forms submitted)
→ 15, 612 landing page visits
→ 109, 779 audio impressions
→ over 250,000 digital impressions
a recruitment campaign created to attract better quality applicants
videography
strategy and content
We interviewed a number of Cafe Managers and Team Members. They told their stories, revealing the positive ways that working at Dome had impacted their lives.
These videos were used as the core of the entire campaign, with long-form versions on the landing page, and a series of shorter cuts being used for social and digital.
execution and tracking
landing page
To quarantine the content and to ensure convenient and accurate tracking, the landing page was intentionally omitted from menu and navigation. All digital exectutions linked back to the page, with intentional friction inserted into an application form.
amplification
organic and paid digital
We created a suite of 10 to 59 second edits as well as a range of stills and graphics, using these across various oraganic and paid channels to drive landing page visits.
A retargeting campaign was used to engage with page visitors and button clicks.
amplification
radio and digital audio
In addition to a free-to-air BMAD radio campaign a series of ads were created for a targeted digital audio campiagn, with placements in podcasts and streaming.
