As a Canadian Student Work Placement Program (SWPP) that subsidizes up to 75% of students’ wages, TECHNATION needed help with their newest Career Ready campaign to encourage employers to rethink their current hiring strategy and spur students to get involved at a time when the COVID-19 pandemic was just getting started.
When the pandemic hit, remote work became more prevalent, making the Career Ready Program perfectly positioned to adapt to this shift. Our task was to build interest in TECHNATION’s Winter campaign, which advertised four-month work placements from January to April.
To build interest before the application period opened, our goal was to begin running advertisements in October 2020. As this was their first paid advertising campaign, they looked to us to help them get the most out of their budget.
To do this, we took a targeted digital approach, creating a series of short, shareable videos aimed at both employers and students. We made sure to convey the eagerness and ambition of the young demographic and used vibrant, energetic branding to capture the attention of both employers and students.
The videos were distributed on LinkedIn for employers and Facebook, Instagram, and TikTok for students. As a result of the campaign, TECHNATION received an avalanche of applications, achieving their target of 3,300 student work placement subsidies two months ahead of schedule.
We enjoyed working on the program so much that we even hired our own Career Ready student!