Case Study

Landing Page, Digital Display, and Geofencing

RECRUITMENT: BIRMINGHAM FIRE & RESCUE

CAMPAIGN LENGTH

November 2022 – April 2023

OBJECTIVE

To recruit paramedics and EMTs to pursue a career in fire and rescue

THE CHALLENGE

Targeting qualified, physically fit, young applicants that would stay with the department for an extended period of time, potentially until retirement

SOLUTION

A dedicated landing page, separate from the city website, with a form fill option for interested candidates
A completed interest form triggered an email which connected the applicant to a firefighter who would contact the applicant directly to assess the candidate’s qualifications
Qualified candidates were provided a direct link to the job application
Digital ads were geofenced around local colleges, schools offering EMT certification, and gyms in the targeted area.

RESULTS

100

INQUIRIES IN THE FIRST WEEK

The City Council passed a salary increase shortly after the campaign began, and the landing page was updated by our team in minutes.

KEY FINDINGS

A dedicated landing page is an effective way to recruit qualified individuals.
The geofence ensured the desired audience was targeted.