In 2022, UNT Dining Services had many open full-time positions with almost no job applicants.
Our challenge: No one was applying, and we were restricted from posting on Indeed and LinkedIn.
Part I
Job Post Invisibility
Originally, UNT’s Dining Services department relied on the generalized, university HR website and Indeed.com for recruitment.
When bureaucracy prevented them from using Indeed (and LinkedIn too), their job postings stopped receiving applications.
Targeting the job seeker
Rather than waiting for job seekers to find us, we proposed and implemented a solution that would both solve the job bulletin predicament and allow us to target potential applicants directly.
An English and Spanish Google Ads campaign increased our reach within DFW and was highly successful.
Google Ads Campaign
CTR
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Impressions
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CPC
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of web traffic to /careers landing page
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View Report
of web traffic to /current-openings page
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Part II
Obscure Information
Food Service professionals may not typically scour a university’s general website for jobs.
But the few that did were likely discouraged by verbose copy and poor UX design—having to go through multiple lengthy pages for the information they were seeking.
Compiling the details
We built a /careers webpage dedicated to Dining Services careers, containing only essential information and a means to apply.
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Direct links to all open position applications -
Anchor tags linking to benefits, drop-in interviews and more -
Information and contact info. for Spanish-speakers
Web Content
pageviews to /careers
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K
Examine Content
pageviews to /current-openings
5
K
Part III
Low Awareness
The department had historically done little to promote full-time vacancies, having been able to rely upon internal connections and recommendations.
However, during the great resignation, many established staff members left and along with them, their network.
Spreading the word
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General: On YouTube and social media, we posted a video of employees discussing their favorite perks and parts of the job. -
Discount-seeking college students: Our team broadcasted digital slides across campus TV monitors touting tuition benefits. -
Traditional job seekers: We created a standing banner, business cards and an informational brochure to entice potential applicants at recruitment fairs.