Employer Brand Messaging
This stage included working alongside NAPS’ Uniform Recruit and HR team to collect employee testimonials, and highlight key themes to develop the employer brand messaging for the website and social-digital ads.
Overview
Our partnership with Nishnawbe Aski Police Service (NAPS) began in 2013 and continues to see significant growth to this day.
NAPS’ traditional recruitment methods, including a paper-based application process, were no longer delivering the results they needed.
Our approach began with gathering valuable employee testimonials, which became the foundation for the revamped career site and were utilized in digital recruitment ads to attract candidates aligned with NAPS’ values.
We then designed and launched a new career website featuring a streamlined digital application process, which highlights NAPS’ benefits and guides candidates through each step. This not only simplified the application process but also significantly reduced the administrative burden on NAPS’ HR team.
Finally, our comprehensive recruitment marketing strategy, improved NAPS’ online presence, increased the quality of applicants, and ultimately helped the organization attract and hire the right talent to continue serving their communities.
Work Completed
Stage 01:
Stage 02:
Recruitment Marketing Strategy
Our team leveraged insights from the audit, employee testimonials, the employer brand, our team’s expertise, and industry best practices to develop a comprehensive recruitment marketing strategy for how to reach and engage with the ideal target audience.
Stage 03:
New Careers Website
Utilizing the new employer brand messaging and enhancing NAPS existing visual identity, our team designed and developed the new joinnaps.ca website.
Stage 04:
Campaign Launch
Our team implemented a comprehensive recruitment marketing campaign to attract passive and active candidates to help improve recruitment and retention.
This included developing personas and target audiences, building out company pages, and a full Indeed campaign that was managed and edited to reach optimum results.
Stage 05:
Recruitment Marketing Materials
Results
Check out our results from 2024, they're even better than last year!
Meta ads performance (January-September 2024)
83,854
ad clicks
4,505,354
ad impressions
20,434
link clicks
Google ads performance (January-September 2024)
29,187
new website users
426
applications started
86.96%
increase in
applications started
2,772,337
ad impressions
12,772
ad clicks
315
applications
What NAPS has to say:
“Responder Recruitment has assisted us with recruitment vastly, and I have recommended them to numerous other services.”
Sgt. Cory Oleschuk, Uniform Recruitment – Nishnawbe Aski Police Service (NAPS)