Case Study - RetailDigital Recruitment Marketing
How We Recruited Top Talent for ALDI With Digital and Mobile Ad Buys
ALDI is a leading global discount supermarket chain with over 10,000 stores in the USA, Australia, and 16 European countries. It also operates as Trader Joe’s in the United States. It is the third largest grocery store in the United States with over 2,000 locations.
It’s explosive growth has created a tremendous need for a continuous talent pool. If you have a retail background, IT experience, marketing skills, and want to work with a rapidly growing company with big plans, ALDI might be the best place for you.
Staffing for over 2,000 ALDI stores in the United States isn’t easy. So, ALDI turned to Purplegator to update a traditional media recruitment strategy that was riveted in mostly print advertising and an occasional Craig’s List ad. Prior to opening new grocery stores, ALDI’s goal was to drive more qualified applicants to its job fair career events so that it could adaquetely staff the over 250 employees that are needed for a typical new grocery store location.
For our first major engagement with ALDI, Purplegator created a whopping 53 new recruitment landing pages through our proprietary Mobile Acquire technology. Each landing page was optimized for search engines and for the local ALDI market. Important information for each market was included on the landing page and candidates were directed to the corporate website for more detailed information.
We then created mobile display and Facebook advertising that was geo-targeted to the required radius of each city market. Using A-B and multi-variate testing, Purplegator optimized digital advertisements for each market on a daily basis. Engagement statistics varied by market and we soon learned that what worked in one region of the country didn’t necessarily work in others. Hence, by analyzing the data, we were able to ensure that our customer was getting maximum value for its investment.
The ability to target job seekers was a key factor in the success of Purplegator’s ALDI campaign. The mobile and digital advertising strategy produced an unprecedented 7.1% click through rate in major markets. But, most importantly, attendance at the job fair events rose 97% over the previous year.
ALDI’s slogan is “Shop Differentli” (Yes, that’s how they spell it.). Purplegator certainly showed ALDI how to Recruit Differentli.