Government Recruitment Campaign

INDUSTRY

Government

CHALLENGE

DJJ was struggling to generate a sufficient volume of qualified leads for hard-to-fill government positions. Without a scalable pipeline of candidates, hiring teams could not effectively vet applicants or fill critical roles across multiple Atlanta-area locations. They needed a strategy that would dramatically increase top-of-funnel interest to support a rigorous selection process.

Difficulty attracting qualified candidates for specialized, hard-to-fill government roles
Job fair attendance was insufficient to build a meaningful candidate pipeline
Positions spread across 6+ locations created geographic targeting complexity
Limited budget required maximizing efficiency and avoiding costly third-party vendor fees

CLIENT BACKGROUND

The Department of Juvenile Justice (DJJ) has been a valued partner for approximately two years. The relationship began through a targeted recruitment outreach campaign, leveraging data and success metrics from a comparable government recruitment initiative. Recognizing DJJ's need for smarter, more targeted strategies, Account Executive Beth Ciardullo presented a digital solution tailored to their unique challenges.

DJJ was seeking new ways to better target job fair initiatives involving hard-to-fill positions across more than six locations throughout the Atlanta DMA — a task that required both broad reach and geographic precision.

WSBNow, WSB Pre-Roll, First Article Views

600+

CANDIDATES PER EVENT SUSTAINED & GROWING

1.5 YRS

CAMPAIGN TRACK RECORD CONSISTENT DELIVERY

↑ Each

EVENT TRAJECTORY EVERY FAIR OUTPERFORMS THE LAST

Channel Strategy

With a constrained budget, the campaign was built exclusively on Owned & Operated (O&O) products — WSBNow, WSB Pre-Roll, and First Article Views. This eliminated third-party fees and allowed flexible impression delivery across tactics based on real-time performance.

Audience Strategy

Deployed a dual-layer targeting approach — broad Atlanta DMA coverage to generate general awareness, layered with tighter geo-radius targeting around each job fair location to capture highly relevant, nearby candidates

Creative Strategy

Produced creative assets mirroring DJJ's website look & feel, featuring position-specific personas. QR codes were embedded in WSBNow placements to drive direct click engagement. First Article View placements were strategically timed 3-5 days before each event for maximum pre-fair exposure.

The Results

Execution:

The campaign ran in concentrated 2.5-3 week bursts leading up to each job fair, approximately 5-6 months per year. Three core O&O tactics were deployed in concert: WSBNow — drove high-visibility placement on WSB's digital news platform, using QR codes to convert passive viewers into active job seekers WSB Pre-Roll — delivered video messaging to targeted audiences in and around job fair locations, reinforcing brand recognition and position awareness First Article Views — secured premium, high-intent placement to capture job seekers actively reading local content in the days immediately before each event

The Results:

After the first 3-4 events, the strategy gained significant momentum — with each successive job fair outperforming the last. Over the course of 1.5 years, the campaign has become a flagship example of digital recruitment done right.

Two businessmen shaking hands over a desk with documents, symbolizing agreement or partnership.

Key Outcomes:

Consistently 600+ candidates attending each job fair event
Progressive improvement across every campaign cycle — each event exceeds the previous
Glenn invited as a featured speaker at the WSB Recruitment Fair to share campaign success
Seamless collaboration with Digital Teams recognized as a key driver of efficiency
Proven model now repeatable across future government recruitment initiatives