“Marketing for Hiring” Campaign Results in Successful Investor Acquisition

“Thanks for all the fabulous work you and your team have provided over these past years. It’s been critical to our fast growth.”
Rick Pierro
Rick Pierro
Co-founder & President, Superior Controls, Inc. 

Summary

An extended “marketing for hiring” campaign produced tremendous business results, allowing the company to first complete an acquisition and then a sale to investors.

Problem

Small- to mid-sized biotechnology control systems integrator Superior Controls had big plans for growth which included purchasing another firm and an eventual sale of the combined company to investors. 

Achieving these goals hinged on strategic growth, not only in revenue but also in headcount during a tight job market. The existing hiring strategy was to advertise on traditional job posting websites and to recruit at local technical colleges. The inability to hire enough high-quality talent was impeding the company’s growth.

Solution

At the request of Superior Controls Co-founder and President Rick Pierro, Rivergate Marketing began an intensive “marketing for recruiting” campaign which included human interest blogs, social media posts, promotion of job openings, and hiring collateral for job fairs.

Nine social media posts were shared each week detailing job openings. This rate continued for 3.5 years with a total of more than 1,600 posts promoting current job openings. 

Also in this 42-month timeframe, an average of one human-interest article per month was published, each with 12 associated social media posts to promote it, for a total of more than 500 additional human-interest social media posts and 34 technical blog articles with more than 400 associated social media posts.

Results

Superior Controls saw great success with the “marketing for hiring” campaign. Not only was it easier to hire for open positions requiring industry experience, it was also easier to recruit the top talent from each year’s graduating class at elite engineering schools.

The company’s existing employees also responded positively, with an increase in retention.

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Social media post promoting job openings
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Social media Posts promoting human-interest blogs
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Social media post promoting technical blogs
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Social media post promoting technical blogs
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Technical blog articles
Recruiting PowerPoint Presentation

Job fair handouts with QR code linking to an online application

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