A Phased Approach
Phase one used high-level content and broad audience targeting to reach as many people as possible within the target market of potential hospitality employees. Targeting also focused on five key metro areas in which Sage either opened a new property and wanted to increase brand awareness or had several properties hiring.
This phase successfully engaged audiences on Facebook, Instagram, Search, and Display Ads. The primary focus was reach and engagement so we could gain better insights and better tailor content for Phase 2.
Phase two used specific hotel property images and narrower audience targeting, with the goal being to generate website visits and employment applications. We focused on the same key metro areas but saw a significant increase in engagement, website visits, and applications. For this phase, we also cut down on placements and concentrated most of our resources on social ads.
Applications are great, but we also learned that the audience really enjoyed and responded well to geographic-specific photos. Sage has beautiful luxury hotels and restaurants, so, of course, people looking for jobs in hospitality would gravitate towards this brand. It was just a matter of making that connection between Sage Hospitality as a whole to its individual properties such as The Blackstone in Chicago or Perry Lane Hotel in Savannah.
Phase three pivoted away from marketing directed toward potential employees and instead focused on reaching current Sage Hospitality associates. Sage had already been creating and using employment video content, so we adopted one of its newest videos and promoted it to Sage employees on Facebook.
The content matched the audience so well that we actually decreased ad spend. The easier it is for Facebook to gain ad engagement, the smaller the budget needed to adequately reach an audience. Sage employees quickly engaged with the video by sharing, commenting, and using positive reactions.