Client: Empire Packing
Empire Packing has led the meat industry for more than 35 years. As a trusted processing company with an unmatched commitment to quality, Empire Packing creates products for customers around the country and the world.
T H E C H A L L E N G E
During the COVID-19 pandemic, the food industry experienced an unfortunate dearth of candidates for thousands of openings. The demand for Empire Packing’s leading products continued to rise, but with the unforeseen labor shortage, they were struggling to hire enough workers to keep up with their growth. They called on RedRover to create and launch an aggressive recruiting campaign to overcome the industry-wide challenges.
T H E D R E A M
Empire Packing wanted to capitalize on the meat industry’s steady year-over-year growth and emerge from COVID-19 not just unscathed, but with new momentum.
RedRover designed cross-device digital ads in both English and Spanish to target key audiences across Empire’s central locations. After testing a variety of images, colors and layouts, RedRover optimized the results by using the top-performing combinations of messages, images, colors and platforms to launch the campaign. Our Pack leveraged geofencing to target potential recruits and competitive locations, then built additional momentum by purchasing mobile IDS to use for Facebook and digital display ads.
To increase the accessibility of the recruiting campaign, RedRover extended its advertising beyond the web. Our Pack created billboards to place along high-traffic drive routes and near competing employers. RedRover scripted a series of 15-second audio spots to broadcast on popular local radio stations and designed print advertisements to gain visibility in local newspapers.
Within only two months of the campaign’s launch, RedRover earned Empire more than 100 applications and increased traffic to their hiring site by 509 percent. The campaign had stunning results — more than quadrupling the rate of applications from an average of 10 per month to an average of 21 per week.