We write a lot about the ability of direct mail to acquire new customers and build loyalty. Direct mail however, can also be a powerful recruitment tool. IWCO Direct’s continued growth has resulted in a significant number of positions to fill in Little Falls, Chanhassen and Hamburg, so we decided to put our money where our mouth is. We used direct mail as the main driver of a focused recruitment effort and saw very positive results. Here’s a brief case study on our efforts:
Our goal was to reach first-time career seekers with a high school education, who would enjoy the flexibility of positions offered at IWCO Direct. We felt they would find value in the careers available and the advancement opportunities we provide.
Strategy & Tactics
Our research indicated our target audience had a passion for outdoor recreational activities. We sent out a self-mailer that used images and vocabulary to evoke a nature and wildlife setting. It also emphasized that the work hours at IWCO Direct allow for plenty of hunting/camping trips. We used USPS Every Door Direct Mail (EDDM) to target specific towns that were likely sources of employee prospects. In mid-September we mailed 20,000 booklets in the Little Falls and Hamburg areas, and 50,000 near Chanhassen. Since cross-channel marketing is a must, we also used these mailers in face-to-face settings such as recent job fairs.
We measured the success of our direct mail efforts through the number of job applications received, direct feedback from prospects and traffic to the careers section of our website. We saw a solid number of job applications stemming from our mailer in Little Falls and Hamburg, with stronger response near Chanhassen. The direct feedback from prospects at recent career fairs was very positive. A number of people commented on the booklet and looked deeper into careers at IWCO Direct. We also received an overwhelming number of internship forms and résumés. Finally, traffic to the careers section of our website was up 67% from mid-Sept though mid-Oct compared to the previous 30-day period.
The bottom line is direct mail can have a very positive impact on hiring efforts, provided it’s relevant and timely. You may want to consider it for your recruiting efforts too. If you’d like to learn more about using direct mail to promote careers available at your company, don’t hesitate to get in touch. And if you know of anyone interested in joining our team, please have them visit our careers page.
P.S. On Monday, we hosted a group from the local school district and workforce center for a tour of our facility in Little Falls. Seven of the eight individuals brought up the self-mailer and knew it was from us. This was further validation that our direct mail efforts got the message out – and people remembered it.
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