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.