The results 

During the first week of the campaign, the client received a total of 146 job applications with website views rising by 1,066. Visits to the careers page alone increased by 2,560%.

Our editorial article received extensive online and print coverage, including 11 business and energy news outlets as well as local news media. 

Our paid Facebook campaign achieved 36,997 total impressions and reached 19,000 people. There were 540 clicks through to Brimmond’s website over the month, with the total spend at only £126, making it a highly cost-effective campaign.

By the end of the campaign, strong candidates had been employed for two of the roles, with interviews lined up for the remaining roles. 

Marketing and Communications Lead at Brimmond, Lisa Glenday Murdoch said: 

“Working with Bold St Media on our first recruitment campaign was a huge success, with the appointment of two new members of staff. Bold St managed a multi-channel campaign, co-ordinating and managing press, social media, print and radio advertisements. Not only were we successful in finding the right people for the jobs, but with their support we have been able to test and learn which channels are most impactful and cost-effective for future campaigns.”

The challenge 

Due to increased customer demand across each division of the business, the company needed an impactful recruitment campaign to fill a number of highly skilled positions as quickly as possible. Given the widely documented skills shortage throughout the UK, Brimmond were keen to ensure they attracted the best candidates for these positions to maintain their reputation for quality and reliability.

The solution

We worked closely with Brimmond to develop and implement a successful multi-channel PR and Marketing campaign that would reach their target audience and encourage them to apply with urgency.  

An editorial article highlighting Brimmond’s reputation and focus on looking after their team members.

Radio advertising to target listeners in the local area directly as we knew that many workshops in the North-east listen to local radio stations throughout the day. The local radio station also ran paid social ads to provide visual amplification across their platforms, delivering at least 75,000 impressions to a targeted audience.

A 4-week paid social media across both LinkedIn and Facebook. We continuously monitored the campaign and carried out A/B testing to discover if video or static graphic resonated more with the audience. Half way through we refined the campaign to maximise on the budget and ran the Facebook ads for a further two weeks. 

An advertorial piece in the Press and Journal newspaper completed the multi-channel campaign. 

The client

Brimmond specialises in the design, manufacture, rental, and repair of lifting, mechanical and hydraulic equipment for industry from their base in Kintore, Aberdeenshire. Established as a family business in 1996, Brimmond have continued to adapt and grow along with the fast-paced changes of the industry.