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Executive Summary
• Recruitment Challenge • Increase awareness
• Modern Recruiting Tactics• Raw data
• Campaign Success• Increase awareness• Educate target audience
Objectives
• Millennials • Driven by technology• 80 million plus total in population• Most educated generation
• 63% have bachelor's degree
• Challenge• Craft Professionals• Degreed Students
Market
Pre-Campaign Survey
Awareness44% of Millennials were not aware of career opportunities in the fuel & petrochemical industry while 3% were very familiar.
Future Opportunities34% thought there were widely available and growing opportunities in the fuel and petrochemical industry.
Survey Response
24%
15%
23%
5%
13%16%
4%
UTA Students
What is most important to you when looking for a job?
Survey Response
What are your salary expectations upon graduating?
UTA Students
$0 -$29,000$30,000- $39,000$40,000- $49,000$50,000- $59,000$60,000- $69,000$70,000- $79,000Other
23%
22%
3%
6%
11%
20%
15%
Focus Group
Goal
To gain insight on the attitudes and perceptions of our target audience about the fuel and petrochemical industry.
Results• 50% of participants felt the future of the
industry was favorable.• “Opportunity for advancement” was stated
as the number one career goal.• When participants were asked how they
search for potential employment, the majority using LinkedIn.
Strategy & Tactics
Strategy
Fueled Innovations devised an effective strategy utilizing social media such as Facebook and Twitter to disperse literature about occupational prospects in the fuel and petrochemical industry.
Tactics
The main objective was to increase awareness and employee recruitment. Participants had access to food, raffles for gift card, trivia games about the Fuel and Petrochemical Industry.
The name Petrol Party was significant because products produced with petrochemicals were displayed throughout event.
Strategy & Tactics
Petrol Party included an Interactive photo booth with live tweeting & Facebook announcements including #comefuelyourself,
#acrudeaffair and #petrolparty.
Petrol Party Video
Social Media
www.fueledinnovations.com
Social media sought to garner following and reach by
encouraging individuals to engage with us to effectively disperse news and career opportunities
within the industry.#comefuelyourself
@FueledInnovations
• 79 Likes • 717 post clicks, likes,
comments & shares• 8809 Facebook reach
Budget
Advertising ResearchPublic Rela-tions
24.71%
61.9%
5.1%
$247.11
$51.25
$618.77
Grand Total: $917.13
Post Event Evaluation
Yes No
More familiar with products
32 8
More familiar with careers
26 14
Learned Current Major is associated
32 8
Consider a career
30 10
The results were astounding, with 320 interest cards being filled out, garnering an even larger crowd as the mass propagated.
Evaluation
• Effective advertising produced high event participation• 4,000 Twitter impressions • Facebook reach of more than 8,000 people
• 65% of our target audience became more aware of the fuel and petrochemical industry than at the start of the campaign.
• 75% said they would consider a career in the field.
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