Driven by a vision to attract top talent and strengthen their brand presence, Johnsons Hotel Linen sought a fresh, innovative approach to recruitment. By partnering with Gaia, Johnsons tapped into the power of social media and targeted digital campaigns. Over the past year, this collaboration transformed Johnsons’ recruitment process, resulting in a substantial increase in job applications and elevating their profile as an employer of choice in the hotel linen industry.
Before working with Gaia, Johnsons Hotel Linen encountered persistent difficulties in recruitment. Previously, traditional job boards and job centres yielded limited results, making it challenging to fill open positions with quality candidates. Additionally, Johnsons lacked a social media presence for recruitment, which restricted their ability to increase brand visibility and effectively showcase the company’s appeal to potential hires. This combination of limited reach and brand awareness impacted Johnsons’ growth and hiring performance.
Johnsons Hotel Linen chose Gaia as its recruitment and employer branding partner after an initial consultation. Gaia’s team demonstrated a deep understanding of social media-driven recruitment, along with a professional approach that resonated with Johnsons’ needs. Gaia’s AI-powered platform, GaiaAttract, offered a distinct advantage: cross-platform advertising with the flexibility to push targeted recruitment campaigns on various social media channels based on real-time performance.
Gaia implemented a targeted social media recruitment strategy that leveraged multiple channels, including Snapchat, TikTok, LinkedIn, Facebook, and Instagram. The approach focused on two core elements:
Gaia enabled Johnsons to reach a broader audience by distributing recruitment campaigns across various social media platforms, tailored to optimise engagement and visibility for each channel.
With real-time data tracking, Gaia’s platform allowed Johnsons to adjust campaigns based on performance insights, ensuring that recruitment efforts remained efficient and impactful.
The strategic approach and implementation of our campaigns led to outstanding results:
Impressions: 2,171,113, greatly expanding Johnsons’ reach among potential candidates.
Clicks: 14,417, resulting in a substantial increase in engagement with the job listings.
Applications: 100% increase in applications compared to previous efforts, helping Johnsons build a high-quality talent pool.
Engagements: 24,070, demonstrating the strong interest generated by Gaia’s campaigns.
This increase in applications, alongside the significant engagement metrics, highlights Gaia’s success in driving visibility and building a continuous flow of speculative applications for Johnsons.
Gaia’s strategic approach has greatly benefited Johnsons Hotel Linen’s recruitment and employer brand. Gaia’s expertise amplified Johnsons’ brand awareness and effectively showcased the unique qualities of its workplace culture and career opportunities.
The most significant improvement has been in the volume of speculative applications, with Johnsons now receiving enquiries almost daily from prospective employees. This robust talent pipeline provides Johnsons with a valuable resource for ongoing and future recruitment.
Looking ahead, Johnsons Hotel Linen is committed to a long-term partnership with Gaia to support its recruitment strategy. With Gaia’s targeted campaigns and branding expertise, Johnsons is well-positioned to maintain a strong employer brand and sustain its talent acquisition efforts. Gaia’s ongoing support will be essential as Johnsons aims to meet upcoming hiring goals and continue growing its brand presence in the hotel linen industry.