“Marketing for Hiring” Campaign Results in Successful Investor Acquisition
An extended “marketing for hiring” campaign produced tremendous business results, allowing the company to first complete an acquisition and then a sale to investors.
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.
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.
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.