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Creating paths to traffic control jobs
Universal Group
Brand Research
Strategy
Brand Writing
Recruitment Campaigns
Universal Group is a growing at an incredible clip. Through organic growth and acquisitions, they’ve quickly become Canada’s largest traffic management company, in addition to building on their burgeoning security and landscaping businesses. Needless to say, recruitment is always at the top of their to-do list.
Adding to their challenge, when it comes to labour or entry-level positions, several other industries compete for the same candidates. Construction, retail, restaurants, hotels and fulfilment groups like Amazon are all vying for the same type of people.
Here Be Monsters helped shore up their strategic positioning, tighten their brand story and help fill jobs within BC and across Canada.
As we worked through Universal’s brand refinement, we crafted a tactical social media campaign that appealed to new recruits functional needs. Bright, safety orange pieces paired with witty headlines drew candidates looking for more responsibility, more opportunity, and of course, more money.
Once we completed the brand strategy and story about ‘Pathfinding to peace of mind,’ we developed a new recruitment campaign that answered a higher question.
What do people work for?
The answer lies in the things and people they love. Sometimes it’s a new truck, a wedding, a sunny vacation, student loan repayments or savings for their kids’ education. Regardless of their goals, Universal Group provides a path to get there that’s fulfilling and meaningful.
The campaign saw great results, outperforming notable media metrics for YouTube and retargeting ads. For example, the view-through-rate of the videos clocked in at 150% above average. While conversion rates for retargeting cold audiences landed at 4.48%, far exceeding the typical 0.5% to 2%.
But more importantly, Universal continues to fill important roles to keep drivers, pedestrians and construction workers safe on the roads, and, launch new careers in the industry.