Recruiting rare engineering talent from coast to coast.
Social ads
Industrial & construction
150,000
professionals reached
0.5M
impressions on Meta
14,438
clicks at $0.20 CPC (2.94% CTR)
In short:
A mirrored Meta + LinkedIn advertising ecosystem segmented by specialty: nearly 150,000 engineering professionals reached across Canada.
Industry
Industrial & construction
Services
Digital advertising - HR marketing
Mandate length
-
City
Montreal
The client
AtkinsRéalis is a world-leading professional services and project management company in engineering, complex infrastructure and sustainable development. The firm imagines, designs and delivers major engineering projects, from public transit networks and water management to bridges and aviation.
The mandate
In a market facing a severe shortage of specialized labour, AtkinsRéalis entrusted us with rolling out a national talent acquisition strategy targeting a wide range of highly specialized civil engineering roles across several provinces. Legal and privacy restrictions tied to their recruitment platforms made traditional conversion tracking impossible. So we became the engine of their employer brand by building a mirrored advertising ecosystem on Meta Ads and LinkedIn Ads: we mapped talent pools by region, then built ad structures segmented by technical specialty to drive highly qualified traffic to their career portals.
The challenge
A severe shortage of specialized civil engineering talent, plus privacy restrictions that ruled out any traditional conversion tracking.
What we did
The campaign reached a unique pool of nearly 150,000 industry professionals and generated close to half a million impressions on Meta, with equally strong twin campaigns on LinkedIn. The structure covered a broad range of departments: engineers and technicians for transportation infrastructure, municipal infrastructure and bridge engineering in Toronto, Montreal and Quebec City, as well as rare profiles in water engineering and port infrastructure, Civil 3D design technicians in Rimouski and hydraulic structures engineers as far as Vancouver.
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