BMR

Successful recruitment campaign with a 3,9% conversion rate

Number of employees

1000+

Industry

Hardware, Retail

Types of campaign

SEM and SMM

Where?

Province of Quebec

Goal

Lead generation of applicants

What was
the project?

BMR is a major hardware retailer in eastern Canada, with stores across Quebec, Ontario and the Maritimes. For more than 50 years, its mission has been to meet the needs of its customers while prioritizing the quality of services and products offered. Having the opportunity to collaborate with a company like this was a perfect fit for us.

Our collaboration with the BMR human resources department aimed to launch comprehensive advertising campaigns for the recruitment needs of their warehouses and stores.

The project had three goals:

Improve employer brand awareness

Improve the conversion funnel

Generate qualified leads

The Strategy

To meet their recruiting needs, we needed to ensure we tailored each message to reach and attract the right candidates. We have therefore developed two communication strategies, one strategy per job category. For warehouses, advertising content was available in 5 different languages. Additionally, the ads highlighted the benefits of working in a BMR distribution center, such as salary, working hours and the ease of the hiring process.

On the retail side, we went with an approach aimed at attracting renovation enthusiasts. The advertisements highlighted the continuing education offered to employees and the possibility of working in a store near you. In addition, the ads’ copywriting featured catchy puns related to the world of construction.

Chosen Digital Marketing Platforms

The Solutions

Users were directed to a tailor-made landing page for the ad campaign where they could find relevant and concise information and a conversion funnel simplified as much as possible.

The creatives

The highlight of this campaign was a 15-second motion design presenting the employer brand and the benefits of working for BMR. This motion design declined in three versions: one for BMR stores, one for warehouses and one for Potvin & Bouchard stores, a division of BMR.

These three motion designs were accompanied by narration to reduce the text and increase the attention span of users.