A focused recruitment approach that creatively targets specific audiences with a high return on investment: Aptive experts have extensive knowledge of federal recruitment, enterprise-level marketing project management and media buying. Cohesive teams of subject matter experts in data analysis, communications, media analytics and project management collaborate to provide custom, creative solutions to recruitment and retention challenges.
Before CBP could expand its reach to job seekers, it needed to update its branding. CBP gathered a new portfolio of images of employees in action to highlight the exciting components of various jobs. Lively images communicate the importance of the agency’s work and help drive associated calls to action. Aptive created intriguing copy to complement CBP’s new action imagery for greater impact across different mediums.
Specific audience targets
CBP’s broad, past recruitment efforts failed to yield the number of quality candidates the agency sought. Therefore, one of Aptive’s primary focuses was determining which audiences would generate significant leads and the best ways to reach those candidates. The project team promoted job opportunities across major job search platforms as well as smaller, niche job boards. While niche job boards have smaller overall audiences, those audiences are highly focused on the types of opportunities CBP offers. Long term, this approach yields a high return on investment.
Expansion of CBP’s digital presence
Using fresh action imagery, CBP ran engaging ads over social media to increase awareness of agency opportunities. Recently, Aptive introduced CBP to its first, self-hosted virtual career expositions. The expos exceeded attendance expectations and drove a high conversion of applicants into the pipeline.