Connecting Global Talent with Canadian Employers
TalentLift is a non-profit international recruitment agency helping skilled candidates in refugee situations secure employment in Canada. We developed a comprehensive, bilingual digital advertising campaign and dual-landing page strategy to simultaneously drive candidate applications and secure Canadian employer partnerships.
Website
Email Marketing
Advertising
The Challenge
TalentLift had an ambitious goal: they needed to connect with Latin American and Caribbean skilled talent living in refugee situations, while simultaneously convincing Canadian employers to utilize their agency for staffing needs. They needed 5,000 new talent platform registrants and 25 new employer partners. To succeed, they required a highly targeted, multi-regional advertising campaign that could speak to two entirely different audiences with distinct pain points, candidates seeking a fresh start, and employers seeking reliable, skilled labour.
Our Strategy & Solution
We developed a dual-funnel advertising strategy, separating the messaging and digital infrastructure to clearly showcase the value to both Candidates and Employers.
Phase 1: Build (Strategy & Creative) We conducted a comprehensive discovery workshop to outline the Campaign Strategy Playbook. For Candidates, we designed Spanish and English creative focused on “A Fresh Start” and “Unleashing Potential”. For Employers, the messaging focused on “Fostering Inclusive Excellence” and tapping into a pool of 13,000 vetted candidates. We incorporated a fully storyboarded 90-second animated video into the campaign and designed a lead magnet to drive email captures.
Phase 2: Modernize (The Digital Infrastructure) We built two distinct, high-converting landing pages. The Employer page focused on their flat-fee pricing and 3-month guarantee, while the Candidate page simplified the registration process and highlighted success stories. We implemented a 5-step automated email journey to nurture leads from both funnels.
Phase 3: Launch & Grow (Multi-Channel Advertising) Between December 2023 and March 2024, we launched and managed a rigorous A/B testing ad campaign across Google, Meta, and LinkedIn. Facebook and Instagram reached candidates across South America effectively, resulting in over 925K link clicks on our top-performing ad. For employers, we heavily utilized LinkedIn Lead Gen ads to target decision-makers, driving an exceptional 63.07% CTR on our top B2B campaign.
"Jordan and his team are awesome! We had a half-year engagement with Hawn Consulting, and it was such a valuable experience for our team resulting in high-quality communications and sales products for little overhead from our side. Jordan oversees everything to ensure things are going smoothly, and acts quickly on new opportunities that come up. The team is smart, proactive, responsive, and overall passionate, good-hearted people to work with."
Dana Wagner, Co-Founder and Managing Director
Talent Lift
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