CASE STUDY
B&G Foods Exceeds Hiring Goal in Only 4 Weeks with Integrated Advertising Approach
Featured Client
B&G Foods implemented an integrated advertising approach for the month of May, with the goal to hire 100 people and open their Pickles & Peppers plant on June 1st. Thanks to Click Through Rate (CTR) and Cost Per Click (CPC) numbers that surpassed the industry average for job services, the plant is fully staffed and was able to open on time.
The Challenge
B&G Foods needed to hire 100 employees in only 30 days to open their Pickles and Peppers plant for the season.
Solution
Using Connected TV, Connected Radio, Traditional Radio, Boost, and Social Ads, B&G Foods was able to target a large demographic of both English and Spanish speaking applicants and meet their goal in just four weeks.
Our Conclusion
Combining multiple media outlets into a single integrated strategy can be used as an effective recruiting method for businesses looking to hire.
Exceeding Expectations & The Competition
On top of the integrated campaign’s overall effectiveness, Stream’s approach proved
to be a sound investment, both in terms of ROI (return on investment) and building
brand awareness. For example, at the end of the month, B&G Foods’ hiring campaign
boasted a CTR of 2.12%. The average for employment services is only 0.5% to 0.8%.
Along the same lines, Stream’s campaign benefitted B&G Foods by featuring a CPC of
$0.81, while the average for the industry comes in nearly three times higher at $2.72.
Effective in Any Language
Staffing shortages have become commonplace over the last few years, which is why Stream’s approach to helping B&G Foods hire workers made sure that nothing was lost in translation. Implementing a bilingual approach was key to casting a wide net across the available workforce.
Both Connected TV and Radio relied on far-reaching targeted ads that aired on the appropriate channels to reach both English and Spanish speakers. The results yielded a high number of views and impressions served:
Fully Staffed Plant in Just 30 Days
With the campaign’s effectiveness, B&G Foods was able to not only reach but exceed their goal. Throughout the month of May, they saw steady growth in terms of Impressions, Reach, CPC, CTR, and overall hires. Check out the exponential increase in hiring that B&G Foods saw as a result of Stream’s integrated approach:
Discover How You Can Utilize Integrated Advertising to Improve Your Recruiting
With Stream’s approach to using multiple channels and CTR and CPC rates that benefit a client’s bottom line, B&G Foods was able to field a sufficient staff and open for business on time. Learn how you can experience similar success.
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