The challenge__

Since its inception in 1865, FDNY has bravely served New York City. FDNY wanted to increase interest in a career as a NYC Firefighter across a qualified pool of 18-29 -year-old candidates within the following Affinity Groups: Females, African Americans, Hispanics, Asians, and LGBTQ. This would mean reaching out to different target groups in new and innovative ways that would complement and enhance the department’s already existing field and social media efforts. In addition, FDNY had to maintain candidate interest throughout the entire application process, up to and including the tentative scheduled exam in September/October 2017.

The solution__

Symphony Talent developed a campaign with specific messaging informed by focus groups, research into the desired personas, as well as a deep understanding of where the target candidates spend time. Three key objectives were also identified:

  1. Capture candidates early in the awareness process, nurturing and re-marketing to them to build their interest;
  2. Tell the FDNY career story; and
  3. Motivate them to file for the Firefighter exam.

Candidates were directed to landing pages designed for the needs of each audience and encouraged to quickly provide their pertinent information. Results were consistently monitored and the messaging and tactics were optimized throughout the process.

Symphony Talent’s X-Cloud® helped give FDNY a best-in-class website experience tailored specifically to the candidates. Symphony Talent’s M-Cloud® solution empowered FDNY to buy, place and manage employer branded content and ads at the right time, in the right place and to the right candidates. Traditional local marketing methods were also used in targeted communities. The campaign tactics kept candidates engaged throughout the lengthy application process, facilitating outreach through CRM communications and ongoing content marketing.

The Results__

Symphony Talent’s strategy enabled the FDNY to attract, engage, and convert targeted candidates. Once they were captured, Symphony Talent continued to market to them via social media and email marketing while maintaining their interest and converting them into applicants.

  • Over 18 million candidates reached within the target demographics via digital and social media campaigns
  • Over 522,000 target candidates visited the landing page
  • 50,000 leads captured in the CRM
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