LinkedIn Ads: Promotion of In-Person Job Fairs in Canada

Project Description: LinkedIn Ad Campaigns for Canadian Job Fairs - Driving Recruitment Success

Goal: The primary goal of the project was to enhance the visibility of the client's in-person job fairs in Canada, attracting a diverse pool of qualified candidates and ensuring a successful turnout.

Challenge: In a competitive job market, promoting in-person events such as job fairs requires a strategic approach. The challenge was to not only increase awareness of the events but also to engage with the right candidates, encouraging them to attend and explore career opportunities with the client while staying within limited budgets.

Solution: I crafted a comprehensive solution that leveraged LinkedIn's robust advertising platform. I designed targeted LinkedIn advertising campaigns to reach experienced professionals who matched the desired criteria for various job openings showcased at the job fairs.

Key Objectives:

• Audience Targeting: Identify and target a diverse range of professionals across industries, skill sets, and experience levels within Canada.
• Increase Ad Impressions: Generate widespread awareness of the job fairs across targeted regions.
• Boost click-through rates (CTRs): Drive high engagement with ad creatives and messaging.
• Optimize cost per click (CPC): Maximize ROI by acquiring clicks at a cost lower than the industry average.
• Generate qualified leads: Attract potential candidates with relevant skills and experience.
• Brand Visibility: Enhance the client's brand visibility on LinkedIn, positioning them as a desirable employer and promoting the value of attending their in-person job fairs.



Outcomes:

• Exceeded industry average CTRs: Achieved significantly higher click-through rates than industry benchmarks, indicating strong ad creative and targeting.
• Reduced CPCs: Secured clicks at a cost below the industry average, ensuring cost-effectiveness and efficient utilization of the advertising budget.
• Generated qualified leads: Captured a significant number of leads who met specific job criteria, increasing the pool of potential hires.
• Increased job fair attendance: Successfully converted online interest into physical attendance, boosting recruitment efforts for clients.
• Positive Employer Brand Perception: The engaging ad creatives and targeted messaging contributed to a positive perception of our client's employer brand, strengthening their position in the competitive recruitment landscape.



Additional Highlights:

• Dynamic ad formats: Utilized a mix of text, image, and video ads to cater to different audience preferences and increase engagement.
• Targeted landing pages: Directed clicked users to landing pages specifically tailored to each job fair, providing relevant information and clear calls to action.
• Conversion tracking: Monitored and analyzed campaign performance to ensure continuous optimization and maximize results.



Example #1

Objective: Brand Awareness

Ad Type: Event

The click-through rate (CTR) = 3.51%

The cost-per-click (CPC) = $1.58

The average CTRs for LinkedIn Sponsored content is 0.44%

For LinkedIn, the average CPC ranges from $5 to $10.





Example #2

Objective: Brand Awareness

Ad Type: Event

The click-through rate (CTR) = 3.02%

The cost-per-click (CPC) = $1.64

The average CTRs for LinkedIn Sponsored content is 0.44%

For LinkedIn, the average CPC ranges from $5 to $10.



Example #3

Objective: Brand Awareness

Ad Type: Event

The click-through rate (CTR) = 2.09%

The cost-per-click (CPC) = $2.39

The average CTRs for LinkedIn Sponsored content is 0.44%

For LinkedIn, the average CPC ranges from $5 to $10.