Recruitment marketing
Reach the right people. Not just more people.
Carl Bloom Associates develops targeted digital advertising strategies for organizations that need to reach specific, sometimes hard-to-reach audiences and drive measurable results.
Hard-to-reach audiences. Measurable results.
Some audiences are simply harder to reach than others. They may be younger, more specific or spread across platforms. Without the right targeting, ad dollars can quickly shift toward people who are easier to reach but less likely to be a good fit.
That's the work we do. We build the strategy, choose the platforms, focus the targeting and show exactly how your budget was allocated.
Case study
City Year recruitment marketing
Every year, City Year recruits thousands of young adults to serve in schools in 29 markets nationwide. But some markets have always been harder to fill than others. What works in one city may not work in another.
Year after year, at the close of its big recruitment campaigns, City Year found that nine markets still struggled to recruit enough people. With our digital expertise, that number dropped to just two by the end of the most recent twelve-month campaign.
Reach the right people.
For City Year, reaching more people wasn't enough. We needed to reach people qualified to serve.
We used advanced audience development tools to keep recruitment advertising focused on 18- to 24-year-olds, so ad platforms couldn't shift spending toward older audiences that may be easier to reach. That audience-development capability became a key differentiator during City Year's agency selection process.
When we did our RFP process, we talked with multiple agencies who were smart and creative, but they didn't have an audience development tool. It's a game-changer.
Spend smarter.
We look for the best places to reach the right audience at the right cost. For City Year, that meant expanding beyond Meta to TikTok and Snapchat. The difference was significant and let City Year reach more of its target audience with its media budget.
We act on data.
We track performance by market to see where recruitment is strong and where it needs more support, then adjust targeting, media and spending based on what the data is telling us.
We watch performance and make changes while there's still time for those changes to matter: identify the opportunity, make the change, measure the impact and keep moving toward the goal.
When I say, 'Your report is showing that something is working, so let's put more money there,' you say, 'We already did.'
Recruitment marketing, start to finish.
We plan the program, build the creative, buy the media and watch the results market by market. You get real digital expertise without adding headcount, plus a partner who moves budget toward what's working while there's still time to improve results.
Whether you need to lift applications in a few tough markets or run a coordinated national campaign, that's the work we do. The same approach drives our fundraising and membership work.
What's your challenging digital marketing goal?
Maybe it's one hard-to-fill market. Maybe it's a demographic that keeps slipping out of your targeting. Maybe you're looking for more qualified responses for what you spend.
Start with a free digital audit. We'll review your advertising, whether it's up and running or just getting started, and show you where the biggest gains can come from.
Prefer to talk first? Schedule a brief call.