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LIUNA Local 1059: Recruitment

LIUNA had a mandate to increase its recruitment of young adults into its pre-apprenticeship training program to fill 75 positions. Previously, the organization relied solely on referrals and traditional advertising. Something new had to be done to reach young adults

Using an integrated marketing approach, we focused on social media content through Instagram and Facebook, and email marketing. Parents of these targets were also a sub-audience, as they have a lot of influence over what their teen children decide to do post-secondary. For parents, we used traditional public relations and advertising, combined with marketing brochures distributed through high schools to educate parents and teens on viable and profitable job prospects for the labour industry.

Messages were timed with post-secondary school application deadlines and targeted to age groups of likely applicants.

LIUNA saw a 35% increase in the number of applications received.

They scheduled more than 200 in-person interviews through email marketing efforts alone, gained media attention on prominent local news outlets to target parents, secured in-school and job fair presence about career options for students, and increased engagement on Instagram with youth.