The Challenge

In the year following the pandemic, LP Transportation, like many other businesses worldwide, faced a labor shortage. With an unprecedented increase in open positions for drivers, mechanics, and office personnel—and the peak heating season on the horizon—filling these positions became an urgent priority.

The Solution

Upon partnering with LP Transportation, PriMedia set out to launch a comprehensive, 3-month expansion of its recruitment campaign, highlighting the company’s dedication to work-life balance alongside its attractive benefits program. Leveraging unique ad groups for commercial drivers, mechanics, and office personnel of various skill sets, a highly focused and individualized digital recruitment campaign would achieve greater reach than previous employment advertising efforts.

Programmatic Advertising

Through programmatic advertising, PriMedia deployed a methodical combination of cost-efficient geofencing methods alongside behavioral, keyword, and contextual targeting. In doing so, LP Transportation’s recruitment messaging was brought directly to the apps and websites visited by prospective employees.

Google Ads

Alongside programmatic advertising, spearheading a targeted Google Ads campaign furthered LP Transportation’s reach. Broad Google Display ads appeared on more than 2 million websites, videos, and apps, while hyper-targeted Google Search ads reached prospective staff actively engaging in employment opportunities.

Facebook Advertising

Leveraging the extensive reach of social media, a Facebook advertising campaign utilizing both the Facebook Jobs platform and its News Feed ad system was launched. Unique ad sets reached a carefully targeted group of prospective drivers, mechanics, and office personnel based on location, interests, education, and applicable skills.

LinkedIn Advertising

Strategic LinkedIn recruitment advertising targeted an audience of prospective office personnel based on location, category, skills, seniority, education, and experience.

The Result

As a result of the 3-month recruitment campaign, LP Transportation’s driver, mechanic, and office personnel positions were not only filled, but the company now had access to an extensive pool of qualified applications for future consideration. Through the use of specific, highly targeted digital ads displayed in audience-rich locations, LP Transportation’s post-pandemic staffing shortage was addressed both timely and cost-effectively — representing the conversion-making potential of hyper-targeted digital advertising.

The high success of the campaign’s recruitment effort has since translated into a long-standing partnership, resulting in a variety of new and ongoing HR initiatives to date.