Hiring Campaign

Driving qualified applicants through clear messaging and targeted outreach

The Challenge

MacLean-Fogg faced an urgent need to hire for frontline manufacturing roles. Previous hiring events had low attendance due to unclear messaging and limited promotion, resulting in missed opportunities to connect with qualified candidates.

My Contributions

I led both the messaging strategy and creative execution for the campaign, ensuring a clear, accessible, and compelling experience for prospective candidates.

The Approach

Alongside the HR and Recruiting teams, I developed an integrated recruiting campaign designed to reduce friction and clearly communicate event details:

A dedicated landing page with event information, RSVP functionality and ability to apply immediately to open roles
Targeted Facebook & Instagram ads tailored to frontline manufacturing audiences
Custom banners and exterior wayfinding signage to support the in-person experience

The messaging focused on clarity, approachability, and opportunity — meeting candidates where they were and making it easier to take the next step.

The Outcome

The campaign dramatically outperformed previous hiring efforts:

93 RSVPs
43 in-person interviews
24 hires
A 55% hire rate from event attendees

This marked a significant improvement over prior events and directly supported critical staffing needs.