Increasing College Applicants During A Pandemic

Due to a stagnant approach that relied solely on Frost’s presence at career fairs, the number of college applicants had been on the decline for several years.

2019
For the 2019 recruiting season I implemented a social media strategy utilizing Facebook and Instagram targeted ads. To personalize this campaign, I also created a weekly video series where current junior employees described their experiences at Frost. Each social media post was linked to the recruiting page on the Frost website, where email addresses and resumes were then collected. This allowed me to collect contact information for subsequent email campaigns.

Through these efforts, Frost saw an increase in recruit numbers by 20% at the annual fall open house recruiting event, which resulted in a larger candidate pool for the November hiring season.

2020
In 2020 we were forced to completely rethink our recruiting strategy due to Covid restrictions: On-campus visits were canceled. Fortunately, we had a digital campaign framework from the previous year, which I then expanded to include email campaigns (Constant Contact & MailChimp), QR codes on all printed materials, and Zoom happy hours for each college. As a result of these tactics, numbers increased by 30% for the 2020 recruiting season.