C.J. Miller LLC is a second generation construction company based in Carroll County, Md. With more than 450 employees and over 1,000 pieces of equipment, developers throughout the Mid-Atlantic have come to know C.J. Miller as the go-to partner for site development — especially when faced with tight timelines and a strict demand for high-quality materials and workmanship.
With 450 employees and growing, C.J. Miller’s success had created a new challenge — its pipeline of projects and pending work was healthy, but the company needed to recruit good, hardworking employees who were eager to grow with the company, and the old recruiting models weren’t delivering. C.J. Miller approached Ainsley & Co. for a plan to reach, attract, and retain employees to help them continue to grow.
How We Delivered
The old models — Craigslist, local newspapers, and job boards like Monster were providing diminishing returns. Our discovery process revealed an opportunity to reach our target audience (Men 18-34) where they are already consuming content –on Facebook and Instagram. First, we revamped the Career section on the C.J. Miller website to appeal to these workers and show them growth opportunities within C.J. Miller. Then, we started running targeted campaigns with new creative on Facebook and Instagram, using very small budgets as a test to see if we could drive traffic to the Careers section and convert them into applicants.
Hundreds of thousands of people reached and thousands of applications later, our targeted ad campaigns have become a recruitment staple for C.J. Miller. We continually optimized the campaign to reduce cost-per-click amounts, which allowed us to run multiple campaigns and expand to an older, more experienced audience with a different message — all in an attempt to help our client continue its growth.