The Challenge

As the organization continued to recruit across the province, BCSS needed a strategy that would attract stronger candidates while reinforcing the values of integrity, accountability, and respect.

With short quarterly hiring windows, reaching the right candidates at the right time was critical. BCSS required a recruitment approach that would go beyond awareness, align expectations with the realities of the role, and build a consistent pipeline of qualified applicants.

The Solution

We developed a scalable recruitment marketing strategy designed to support recurring hiring intakes while improving performance over time.

The campaign combined targeted regional advertising with audience-specific messaging and a multi-platform media mix across Google, LinkedIn, Spotify, Reddit, GymTV, and digital arena signage.

Creative focused on authentic storytelling and the realities of the role, while continuous optimization ensured the campaign reached the most relevant candidates across priority regions.

The Impact

Campaign 1

The first campaign established a strong performance benchmark.

  • 15.97% Google Search CTR
  • 0.82% Display CTR (more than double industry averages)
  • 757 applicants generated, with 50% increase in qualified applicants
  • 62.5% of hires came from preferred backgrounds such as law enforcement, military, or emergency services

Campaign 2

With clear benchmarks in place, the second campaign focused on optimization and audience refinement.

  • 19.63% Search CTR (23% increase from Campaign 1)
  • 1.42% Display CTR (73% increase from Campaign 1)
  • 38.36% CTR on women-focused ads
  • 18.47% CTR on purpose-driven messaging
  • Strongest engagement delivered in the Lower Mainland

Results & Impact

Across the first two campaign phases, BCSS achieved measurable improvements in engagement, applicant quality, and regional performance.

Key outcomes include:

  • A stronger pipeline of candidates aligned with BCSS values and job requirements
  • Higher engagement and improved cost efficiency in priority regions
  • Increased resonance from storytelling-driven messaging
  • Strong engagement from women across targeted regions
  • More informed applicants, helping reduce early-stage attrition
  • Increased brand visibility through integrated digital and out-of-home media