Case Study
Geofencing Campaign
RECRUITMENT: POLICE DEPARTMENT
CAMPAIGN LENGTH
October 2022 – March 2023
OBJECTIVE
To increase applications for police officers locally, as well as applicants from a city where an officer-involved incident occurred
THE CHALLENGE
The client was not receiving a substantial pool of qualified candidates. They were seeking candidates aged 21-50 who are physically fit, retired military, and/or college graduates.
SOLUTION
- Digital display and geofencing campaigns were implemented to serve recruitment ads to a varied audience.
- Our team placed geofences around local colleges, community colleges, police departments, sheriff’s offices, and military base-out processing stations.
- Targeting elements included interests relevant to preferred candidates such as interest in law enforcement, resume tip searches, interview tip searches, new job searches, the “back the blue” movement, philanthropy for Fraternal Order of Police, and other police-backed organizations and charities.
RESULTS
- The client believed the campaign produced more candidates who could access the application and begin the hiring process.
- The client claimed our campaign strategy reached more potential applicants because “everyone is on their phones all the time, so we need to be on their phones, too!”
- Both the display and geofencing campaigns consistently produced satisfactory click- though rates.
KEY FINDINGS
Targeting, geofencing, and display campaigns are the perfect product for recruiting individuals who exhibit a specific interest. Recruiting specific areas and targeted behaviors attracts the most qualified applicants.
