JSB Partners, an NYC-based financial recruiting firm specializing in the alternative asset management industry, enlisted the help of WIMZE Digital’s creative and strategy teams to outline a plan, to be executed in conjunction with JSB Partner’s internal team, to attract more candidates to their company. Specifically, they hoped to bring brand awareness to Gen Z recruits, and secondarily, millennials.
WIMZE began by outlining a six month outreach plan, focusing on Facebook and LinkedIn, that incorporated email capture through free resume audits, brand awareness campaigns, and giveaway partnerships with local tech schools that catered to JSB Partners’ target demographic.
Drawing from their intensive competitor and industry research, which included two focus groups run by WIMZE’s team, WIMZE Digital strategized and produced one campaign, that included three components — brand awareness, lead generation via resume audits, and a giveaway partnership with General Assembly. WIMZE’s team led casting, script writing, art direction, and production for the campaign, and armed JSB Partners with the tools that their internal team needed to build out successful campaign components across Facebook and LinkedIn.
Video was the main platform for their message, as focus group and competitor research showed that their target Gen Z and millennial audiences responded best to easily-digestible video content. Specifically, WIMZE focused on “Facetime-Style” videos, aimed at creating a sense of camaraderie between recruiters and candidates. Their messaging focused on highlighting a relationship beyond job placement, as their target demographic expressed keen interest in career-coaching over simple job placement.