Driving Customer Acquisition For Employment BOOST
Leveraging creativity to unlock Employment BOOST’s unique employer and talent brand as a differentiator to drive customer acquisition and demand generation.
Creative Content + Branded LinkedIn
The Challenge
Employment BOOST is a leading career and outplacement services provider headquartered in Michigan. In an increasingly-competitive online and search-engine driven marketplace, Employment BOOST wanted to expand its marketing efforts and unlock growth via linear avenues, primarily through television advertising.
A special firm in an industry of ‘one-deskers’ and freelancers, Employment BOOST hires a full-time team of Certified Professional Resume Writers and Coaches, and was eager to showcase its talent brand as a differentiator. Employment BOOST engaged DAGGERFINN to design an advertising campaign for television for the brand, and then follow up the creative with a comprehensive online strategy to create a sustainable flywheel for customer acquisition.
The Solution
Our understanding of how to leverage employer brand to catalyze brand premium meant that we were immediately drawn to the different factors that made Employment BOOST a special company in the careers industry.
The firm’s office space, talented employees, and unique product executions were all leveraged to create the right aesthetic and story for a 30-second TV spot – which aired in strategic local markets where Employment BOOST had local offices – to cater to the increased demand.
To prepare the Employment BOOST for the subsequent increase in demand and visibility, we worked closely with the team to craft branded LinkedIn profiles for each staff member, highlighting functional areas of expertise and ensuring keyword optimization.
We followed this up with a comprehensive upgrade of the firm’s LinkedIn Company page, ensuring industry-leading presence while staying true to what makes the brand work – authenticity.