Carter’s employer branding and recruiting campaign garnered hundreds of thousands of impressions on its careers website, resulting in over 100 new technicians being hired within the year after launch.
Carter Machinery set an ambitious goal to double growth in their service and repair divisions. They quickly realized if they wanted to accomplish this goal and maintain their strong culture, growing their team intentionally was vital.
Carter had a strong existing client-oriented brand, but we uncovered an opportunity to develop an employer brand that would instill pride in their current team and build a pipeline for future recruiting efforts. Candidates’ online application experience came into focus when we discovered there was room to better communicate the incredible benefits of a career with Carter and give applicants a clear, easy path to applying.
We partnered with Carter by meeting them in person to facilitate a collaborative culture workshop, which helped us develop the strategy and creative direction to execute an updated careers site and culture-driven recruitment campaign. Deliverables included a refreshed culture brand with refined messaging, marketing personas, six employee spotlight videos, one video overviewing the culture, a new careers microsite, and paid ads to motivate potential applicants to apply.
We partnered with Carter to uncover its value to recruits, and find an authentic, creative way to communicate. We combined it with a digital strategy, top-notch video production, and applicant tracking to meet our campaign goals.
The BuildWitt team met in person with Carter Machinery leadership for a culture workshop to set the foundation for a recruiting campaign that felt true to their team and communicated their unique value as an employer.
With new insights into Carter’s culture and target audiences, we presented three creative directions. They landed on a concept called “Make an Impact,” an approach focused on the limitless opportunities for their employees to make progress, both personally and in society at large.
We wanted potential employees to see themselves in current employees. We captured a series of employee spotlight videos that walked through the day-in-the-life of their sales technicians and sales reps — all while highlighting their great culture.
Using the campaign creative, we developed digital ads targeting people likely searching for a shift in their career or looking to get started. We used role-specific ads for Carter’s most immediate needs — sales representatives and service technicians.
Carter needed a more robust, user friendly for candidates to land after engaging with hiring ads, so we built a careers website. This site acted as a central hiring hub with organized benefits information, employee storytelling, role-specific landing pages, and a simpler way to apply.
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