AV Group NB is one New Brunswick’s largest employers, so it was important to develop and maintain a comprehensive recruitment campaign with one main goal in mind: to increase job security in New Brunswick. With two mills in Atholville, NB and Nackawic, NB, we decided to not only cast a wide net in New Brunswick, but to also narrow down our reach to specifically target the demographic in Atholville and Nackawic and the smaller surrounding communities. This allowed us to hunt for qualified candidates on a smaller and wider scale to capture the very best.

Two recruitment strategies were implemented across three social platforms – Facebook, LinkedIn and Twitter. The first strategy, targeting a wider demographic in the province of New Brunswick, highlights AV Group NB’s global reach, world class benefits and training opportunities. The second strategy, targeting a smaller demographic, focuses on promoting the beauty each city has to offer to appeal to potential applicants in the region.

Strong and powerful messaging, with a consistent and visually appealing look, has given AV Group NB the edge it needed to set itself apart from the competition.

Evaluating the success of our recruitment campaigns are just as important as creating them. Our aim is to ensure every single hiring post delivers high impressions and click through rates for increased ROI. Job posts that have been sitting for a while are refreshed with new creative and copy, and retargeted to the entire province of New Brunswick. Using this strategy, there are approximately three new hires each month.

Our social strategy also more than doubled AV Group NB’s Facebook likes in just 9 months. This substantial growth did not happen overnight, but rather with consistent and effective posting, integrated throughout each social platform.

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