C.J. Miller

Digital Recruitment Strategy

  • Digital Marketing

The Who

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.

The Challenge

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.

CJ Miller Instagram

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 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 campaigns with new creative on Facebook and Instagram, using small budgets as a test to see if we could drive traffic to the Careers section and convert them into applicants.

The Results

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.

I enjoy working with the Ainsley team and in particular, on our company’s Facebook recruiting efforts. Ainsley maintains our advertising campaigns and updates our page with various and interesting photos and write-ups as we compete with our competitors for talent.
David Slivosky, HR Director, C.J. MILLER LLC

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