Security recruitment campaign
Birmingham Airport
A paid media campaign to increase applications for the Airport’s new Security Officer roles.
Objectives
To develop a paid media campaign to increase applications to the security officer roles available at Birmingham Airport, ready for when the new security facility opens. The goal was to recruit 120 part-time security officers by June 2024.
Insight
Insights told us that our ideal candidates can be segemented into four distinct audiences, including gamers and early retirees. We also found that a sense of belonging in a job was most important to all audiences.
Solution
A cohesive paid media campaign with insight informing everything from our creative and messaging right through to specific channel targeting. Our creative concept was filmed with real BHX security officers and the campaign was launched across Meta, Google Paid Search, Google Performance Max and TikTok. Each channel was optimised to our four audiences.
Results
Overall our ads were seen over 3.5m times, and resulted in over 140k clicks. We had over 26k conversions across both Meta and Google, which was achieved at an extremely efficient cost per conversion of 51p. It also had a 36% CTR which surpasses the industry average of 6.67% for employment search ads.
