Immigrant Employment Council of BC

  • Branding
  • Campaigns
  • Web Design
  • Video
Putting new Canadians in touch with jobs in the North and finding skilled labour for Northern businesses was all about connecting the dots between new Canadians and Northern BC businesses.

Ion was engaged by the Immigrant Employment Council of British Columbia (IECBC) to develop a Brandwise Strategy and a campaign that would bring awareness to a challenge, and a potential solution, in BC’s labour market.

Many Northern BC businesses struggle to fill positions for professionals and skilled tradespeople. At the same time, BC’s lower mainland has an abundance of workers with the necessary skills, but they don’t know about the opportunity up north. Our challenge was to connect these two groups.

 

Ion was engaged to develop a campaign that would shed light on a challenge, and a solution, in BC’s labour market. Many Northern businesses are struggling to fill positions for professionals and skilled tradespeople. At the same time, BC’s lower mainland has an abundance of workers with the necessary skills. Ion developed a concept using illustrated icons to represent the wide range of skilled workers – placing them like pins on a map. This highlighted the ease of making the move and provided an interesting visual platform different from anything else in the immigration employment space. A website was developed as the main hub of information, while print, television and digital advertising drove each audience to the site.

Campaign

This campaign is not only about filling jobs, but about building strong communities

Strategy

The campaign messaging was two-fold. The message to employers: World class talent is here in BC. Not only can new Canadians meet your needs for skilled workers, but they can make our northern cities more vibrant, diverse and prosperous. The message to new Canadians: There are opportunities to make your mark in Northern BC. Professionals and skilled tradespeople are in high demand in vibrant, welcoming communities, where you can play a role in growing local businesses.

Our Approach

The two messages were brought together with a cohesive visual platform. Ion developed a concept using illustrated icons to represent the wide range of skilled workers - placing them like pins on a map. This highlighted the ease of making the move and provided an interesting visual platform different from anything else in the immigration employment space.

A website was developed, northernbcjobs.com, as the main hub of information. Print ads, television ads and targeted digital advertising (through Google, Facebook and LinkedIn) were all produced. The ads were targeted to each audience, driving both groups to the website.
 
In addition to various employment resources, the website features a custom tool, developed by Ion’s team, where users can search a feed of hundreds of jobs in select northern BC cities, pulled directly from popular job search sites. The feed can by searched in map view or list view.

Digital ads were produced for both audiences, with various image and text combinations used to test which were most effective on the fly.

Print ads were purchased in publications both in Northern BC and in the lower mainland. New Canadian job seekers were targeted in publications like Asian-Pacific Post, IndoCanadian Voice, Sing Tao and Canadian Immigrant Magazine, among many others. Potential employers  were targeted in northern publications, such as Prince George Citizen and Prince Rupert Northern View and Fort St. John Alaskan Highway News.

Results

The social media campaign was immensely successful in driving traffic to the northernbcjobs.com website. We achieved amazing click through rates of 1.4% compared to the Facebook average of .07%. The social media push drove 2/3 of the traffic to the site in contrast to 1/3 by the more expensive print and television media. Television was successful in raising awareness, but did not drive substantial traffic to the website as predicted.

The website itself continues to receive healthy traffic with a low bounce rate and high length of user stays. This suggests people are seeing value in the content.

Earned media was achieved through The Asian Pacific Post, South Asian Post, and Filipino Post with editorial provided by IECBC staff. Post Media also worked the editorial onto their website.

 

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