My Role
Sole paid social strategist for this 3-month workforce recruitment campaign. I designed the full Meta advertising strategy — audience segmentation, creative direction, campaign structure across five concurrent campaigns, and ongoing optimization. The account and all documentation were handed back to Didion's internal team on June 30.
The Situation
Didion operates large-scale grain milling facilities in Cambria, WI and Ogden, UT and needed to fill production and operations roles. Traditional job board spend was passive and expensive. The goal was active outreach to qualified local manufacturing candidates at a cost that justified the recruitment investment.
What I Did
- Designed the full campaign architecture — five concurrent Meta campaigns serving different objectives: a targeted Recruitment Blitz, brand awareness (TOFU), and warm-audience nurture (MOFU)
- Built geographic audience segments and ran head-to-head tests; discovered radius targeting outperformed zip-code targeting by 37%, delivering visits at $0.32 vs $0.51+
- Ran creative testing across 16 variants — identified still images outperforming video on both CTR and cost; determined job stability + benefits messaging as the top-performing angle; paused underperformers mid-flight
- Scaled the Recruitment Blitz to $0.27 per careers page visit — 5–7× more efficient than the Always-On baseline campaigns running concurrently at $1.23–1.58 per visit
- Documented all audience segments, creative libraries, and campaign structures for clean handoff to Didion's internal team on June 30, 2026
Campaign Efficiency Comparison
Spend vs. Careers Page Visits
By Campaign Type
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5–7×
More efficient than concurrent baseline — Recruitment Blitz at $0.27/visit vs Always-On campaigns at $1.23–1.58/visit