Digital Marketing Case Study: Toyota Boshoku Canada

Intrigue

Introduction

Are you a manufacturer having difficulty finding qualified candidates for your team? Manufacturing is one of the largest and most competitive industries in Canada, and many businesses struggle with finding the right talent. Stand out from the competition, by having an expertly-crafted and strategically targeted digital campaign for your talent acquisition.

At Intrigue, our team of experts is equipped with the tools and experience to help you find qualified candidates for your manufacturing business.

Read our digital marketing case study to learn what our team was able to do for Toyota Boshoku Canada:

The Client

Toyota Boshoku Canada develops and manufactures interior automotive components for Toyota. They have two manufacturing plants located in Woodstock, ON and Elmira, ON.

Aside from manufacturing automotive parts, Toyota Boshoku group’s vision is to be:

  • A company that provides excellent mobility for customers around the world.
  • A trusted company that grows together with our stakeholders.

This vision has assisted them in developing core values that differentiate their business from the competition. They are focused on contributing to society, developing leading-edge technologies, and producing high-quality products — this is the TB Way.

After experiencing some recruitment challenges in 2018, the human resources team at Toyota Boshoku Canada reached out to Intrigue Media seeking an innovative approach to a recruitment challenge. Being located in a highly competitive manufacturing geography in Woodstock, Ontario, they realized that they need to differentiate themselves from the other manufacturers. As an exemplary employer they decided to partner with Intrigue to develop a digital marketing recruitment campaign that promoted their company culture and provided potential employees an easy way to apply.

The Marketing Services

Intrigue began helping Toyota Boshoku Canada in October 2018. The goal was to find 350 qualified candidates by April 2019. Our team’s efforts and methods assisted them in hiring 450 qualified employees by March 2019.

Our team hit this milestone with the following services:

  • Producing videos showcasing Toyota Boshoku Canada’s culture, including employee testimonials
  • Building a new micro-website that include an Applicant Tracking System streamlining job postings and applicant selection
  • Targeted Facebook Ads and Google Ads
  • Organic Social Posting and Community Management on Facebook and Instagram

Hiring Blitz

Employee Testimonial Video Advertisements

Toyota Boshoku Canada separates itself from the competition in various ways, but a key differentiator is their commitment to employees and culture. To highlight this for future applicants, Intrigue interviewed a variety of Woodstock employees to capture what they had to say about Toyota Boshoku Canada.

 

After creating these videos, Intrigue Media worked with the Toyota Boshoku Canada team and published the videos on Intrigue’s Video Advertising Network. These videos were then displayed across various TV’s in restaurants, businesses and governmental buildings in London, Kitchener, Waterloo, Cambridge, and Guelph. This unique service allowed Toyota Boshoku Canada to reach an audience of over 162,500 people in their hiring regions, showcasing the amazing benefits of working at Toyota Boshoku Canada.

Toyota Boshoku Canada Print Advertisements

To develop further brand awareness and appeal towards their recruitment campaign and company culture, Toyota Boshoku Canada developed and posted signage across the hiring regions. Working with Intrigue and the local municipal economic development team, this large, multifaceted approach drove high awareness towards Toyota Boshoku Canada and their hiring initiatives.

Applicant Processing System

Using an applicant processing system to manage and filter inbound resumes, our team was able to find 450 qualified applicants by March. This system allowed the Toyota Boshoku Canada team to seamlessly access online applications, while sharing notes and collaborating with other team members regarding the recruitment statuses. The reporting and capabilities of the applicant processing system allowed them to save time and move applicants quickly through the recruitment funnel. This resulted in 100 more hires than initially expected, and was achieved with a month to spare! This was the result:

Website Development

Intrigue began developing a new Toyota Boshoku Canada recruitment website in October 2018 and launched it in December 2018. The purpose was to drive traffic and increase the number of candidates viewing and applying to open positions at Toyota Boshoku Canada. The strategy of the site was to illustrate the benefits of working at the manufacturer including culture, wages, and more.

The results were stellar. From the launch date in December 2018 to April 2019, Toyota Boshoku Canada’s website produced:

  • 14,728 sessions
  • 50% bounce rate
  • 1,586 organic conversions
  • 352 “Clicks on Apply” just from the homepage

Facebook and Google Ads Campaign

Intrigue launched Ad campaigns on both Google and Facebook platforms. The Ad campaign returned great results for Toyota Boshoku Canada:

  • Total clicks on “Apply Now”2,091
  • Facebook Ads – 727
  • Google Ads – 535
  • Google Organic Search – 369
  • Direct URL Search – 140
  • Other Facebook Sources – 47

Organic Social Media Marketing

Intrigue ran weekly organic social media posting and community management strategies on three channels: Facebook, Instagram, and LinkedIn. The strategy of the organic campaign was to increase Toyota Boshoku Canada’s audience base, brand awareness and drive community engagement. This campaign turned out to be a success!

From December 2018 to March 2019, Toyota Boshoku Canada had 514 sessions on their website that came directly from these social media channels. From those 514 sessions, 3.6% were considered as contributed social conversions. To put this into perspective, the industry average for this is 0.7% – that is 414% higher than the industry average!

Below are sample posts used to drive awareness about Toyota Boshoku Canada’s hiring initiatives and their outstanding work environment.

Facebook:

Instagram:

LinkedIn:

Toyota Boshoku Canada Organic LinkedIn PostToyota Boshoku Canada’s hiring initiatives were a huge success.

Are you interested in boosting your online recruiting strategy and want some help finding and hiring qualified candidates? Let us take the stress out of your marketing. Contact the team at Intrigue today.

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