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:
- Capture candidates early in the awareness process, nurturing and re-marketing to them to build their interest;
- Tell the FDNY career story; and
- 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.