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Recruitment Ad Engagement Hits 13x Benchmark Rates

Employee Testimonial Videos for Digital Recruiting Campaign Deliver Massive Increase in Applications for Tire South

Branding &
Design

Video
Production

Advertising Campaigns

Marketing
Strategy

Social Media Management

B2C

The Ask

Rapid expansion meant that Georgia-based auto care brand Tire South needed to quickly scale their team of high-quality, customer-focused service providers. They came to Between Pixels with the objective of capturing employee testimonial footage for a targeted digital recruitment campaign that would attract skilled candidates.
 
The challenge was to overcome outdated brand perceptions and increase share of voice so that prospective team members would engage with the campaign content.

The Results

The digital campaign featured long- and short-form employee testimonial videos placed on the website and as ads, along with display ad banners. All creatives achieved massive engagement immediately from month one when compared with recruitment advertising benchmarks, which was sustained throughout the campaign.
Meta Ads CTR Month 1
0 %
YouTube Ads CTR Month 1
0 %
Google Ads CTR Month 1
0 %
Meta Ads CTR AvG
0 %
YouTube Ads CTR AvG
0 %
Google Ads CTR AvG
0 %
Meta Ads: Average CTR for recruitment ads is 0.5%
YouTube Pre-Roll: Average CTR for recruitment ads is 0.65%
Google Display Ads: Average CTR for recruitment ads is 0.4-0.6%

Video ads on Meta delivered a 7x+ average click-through rate (CTR), and YouTube Pre-roll ads reached nearly 2x the industry norm. Google Display ads performed exceptionally well, driving a 13x+ average CTR during the first month of the campaign. 

This exceptional engagement drove a greatly increased volume of applications through Tire South’s website.

The Work

Between Pixels produced, edited, and executed a targeted paid recruitment campaign across Tire South’s website, Meta, YouTube, and Google Display, using authentic, high-fidelity employee testimonial footage. After digging deep into the brand through our Story Framework, we connected job candidates with the Tire South story by focusing their attention on what truly makes this growing local company stand out.
We A/B tested multiple video lengths to optimize viewer engagement rates and created tailored ad placements for each platform. The strategic combination of graphic and video content and multi-channel placement allowed us to maximize candidate engagement across Tire South’s digital footprint.

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