The Ask
Triton Metal Products has been experiencing exciting and fast-paced growth over the past few years. With this growth, they faced difficulty in keeping up with demand due to excessive turnover within the production department. Therefore, they knew that an aggressive recruitment initiative was in order. The company brought on our team to launch a robust social media recruitment initiative, and at the same time they spent time fixing internal cultural issues attributed to turnover.
The Plan
Before rolling out a social media initiative for Triton Metal Products, the Creative Cat team spent an extensive amount of time immersing in the Triton culture – interviewing team members, understanding the core values of the company, learning the brand language and understanding the metal fabrication industry as a whole. This foundation-building step is the most important component in constructing a successful social media plan, as the findings will unveil appropriate strategy, and guide the planning and content creation in order to provide our client with a robust, result-driven social media initiative.
Building a smart foundation allowed us to soundly move forward with two mutually necessary social media initiatives to take place on the Facebook platform:
The Results
The Results
| Page Management
The first part of the two-part social media initiative was launching a robust, on-brand and engaging content strategy for the Triton Metal Products Facebook page. Although the recruitment results have predominately been driven by the advertising campaigns, it is extremely important for the company page to have an on-brand and approachable mix of content. The reasoning for this: interested applicants who see sponsored ads from the advertising campaign often go to the Facebook page in order to check on the legitimacy of message they’re seeing within the ad. The analytics speak for the effectiveness of this approach– Page Likes, Post Reach and Overall Post Engagement on the Triton Metal Products Page have all increased well-over 100% since working with the Creative Cat team.
Some well-performing posts
The Results
| Advertising Campaign
The Facebook platform is a noisy place, which means that effective paid advertisements are ones which stand out amongst the noise. To ensure that Triton would get the best value and return with their advertising spend, the Creative Cat team spent an extensive amount of time building a foundational understanding of the Triton culture– the positions Triton was hiring for and exactly what type of content would appeal to these ideal candidates. Once we understood this, our team had to logistically plan out the content creation – which meant production time within the Triton facility and extensive editing time to prepare the creative advertising pieces. Triton attributes their quickly met production-level recruitment needs to the social media efforts.
Some well-performing ads
Proud to announce
AWARD-WINNING
The Creative Cat Team’s efforts and results achieved with Triton Metal Products’ social media recruitment initiative was proudly awarded Gold in the Social Media Online Advertising Category at the 2019 Fort Wayne Advertising Federation Awards. Creative Cat was the only agency to receive Gold in the Social Media category.
