Helping a Manufacturing Plant Build a Dream Team—From the Ground Up
When a new manufacturing facility was preparing to open its doors in Roanoke, Virginia, they faced a familiar challenge: how to attract skilled, reliable workers in a rural area, and fast. Traditional recruitment methods weren’t producing qualified leads, and location-specific targeting proved difficult.
That’s where A Nice Guy Marketing stepped in—with a geofencing recruitment strategy built for hiring success.
The Challenge
The plant needed workers for multiple shifts, but sourcing qualified applicants in a small market wasn’t easy. They had tried other recruitment platforms in the past but found them ineffective at reaching the right candidates, particularly those already living locally and able to transition quickly.
The missing piece? A digital strategy that was precise, efficient, and tailored to the unique needs of their hiring timeline and location.
The Goals
Before launching the campaign, we outlined two clear objectives:
- Attract qualified candidates already living in the area to reduce training gaps and relocation time.
- Target and track prospective hires from ad impression to interview scheduling and on-site plant visits.
With these goals guiding our strategy, we were able to design a campaign that delivered results right where they were needed most.
The Strategy
To find top-tier talent in a rural region, we implemented a multichannel geofencing for recruitment strategy:
Competitor Geofencing
We placed geofences around other local manufacturing plants to reach workers who already had shift experience. Ads promoted hiring incentives at the new facility, helping the client attract experienced talent ready to make a change. Conversion data helped match new applicants to their previous employers—closing the loop on targeting accuracy.
Graduate Geofencing
We also geofenced nearby technical colleges and high schools with vocational programs that aligned with the plant’s hiring needs. While these candidates were less experienced, they were eager, trainable, and ready to line up employment post-graduation.
Keyword Retargeting
We created keyword lists based on relevant job search terms, industry language, and occupation-specific skills. When users searched or consumed content around these topics, we served them compelling recruitment ads that followed their behavior across the web.
The Results
Over a six-month flight, the campaign tracked a full-funnel journey: from digital impressions to walk-in interviews and new hires. The client ran multiple ad variations, featuring different incentive offers and worker demographics. We analyzed what resonated most and refined the creative accordingly.
Campaign Highlights:
- 3,529 Clicks
- 0.13% Click-Through Rate
- 179 On-Site Visits from Ad-Engaged Job Seekers
By integrating ad engagement with interview attendance and hire history, the client confirmed that the campaign reached not just any applicants, but the right ones.
Real Results, Real Hires, Right on Time
With geofencing for recruitment, keyword retargeting, and audience-specific messaging, we helped this plant fill their workforce with qualified, motivated candidates—all before the first machine powered on.
Looking to build your own team with precision? Let A Nice Guy Marketing help you hire smarter, faster, and closer to home.