Spitball developed a comprehensive media plan targeting NJ workers to help iCIMS keep talent in NJ. The allure of the big city and the multitude of opportunities often flushed promising New Jersey candidates to Manhattan. iCIMS, who offered a plethora of roles from C-level executives, to sales champions, to IT wizards and more, could competitively challenge the culture of any corporate climate. iCIMS also had an important advantage over many who where fishing in the same talent pool. They were moving their headquarters to the newly refurbished Bell Works, the former home of Bell Labs, a popular destination for emerging brands.
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iCIMS Employer Branding, Recruitment Marketing
As iCIMS started to grow their market share, so did their need to support the business with more of their own talented people. Spitball was tasked with creating a unique and authentic recruitment marketing campaign. Spitball started by first developing an Employee Value Proposition to establish the right communication. Ike again became the star of the show to standout among typical recruitment ads.
With NJ being such a heavy and diverse commuter state, our media plan had to work hard to gain attention of New York City commuters. What better time than to reach them during their dreaded commute. Newark Penn Station featured a station domination which hit both NJ Transit and Path riders. Pandora caught the digital radio listeners while the ferry dock and boat spots convinced the local riders. Health and fitness placements caught those whose commutes included a nice sweat, and programmatic display captured those thumb scrollers sitting on the bus or train. All of this augmented key New Jersey Turnpike and Parkway billboard visibility.
The campaign, along with a recruitment video where candidates can hear first hand from current employees about the benefits of iCIMS, Spitball helped iCIMS grow from a handful of people to hundreds, and even topped out at over 1,000 employees.