CAREERSNOW!
recruitment
campaign
A MULTI-CHANNEL RECRUITMENT CAMPAIGN FOR THE FOOD PRODUCTION INDUSTRY
Year
2023 -2024
Services
Creative Direction
Digital Advertising
OOH
Client
Agency
Context
CareersNow! needed a recruitment campaign to address a critical shortage of jobseekers in Ontario's food production industry, aimed at capturing a younger demographic across programmatic, Search, and Meta, and converting awareness into real applications.
the Challenge
Food production careers carry a perception problem. The work needed to reframe the industry as dynamic, growth-oriented, and worth pursuing, without feeling forced. That meant rethinking the creative direction from the ground up: new tagline, refreshed logo variation, and a visual language that felt energetic and aspirational.
Approach
The campaign centered on "now!", a tagline built for urgency and momentum, paired with a bold, energetic visual system distinct from the category's typically clinical or corporate tone. The digital push launched in 2023 across programmatic, Meta, and Google, each channel tailored to its audience, then expanded to Out of Home in 2024, running across GO Train interiors and TTC placements throughout Toronto. The multi-channel approach kept the message consistent while meeting jobseekers wherever they already were.
