Case study · PKT Logistics Group · 2013 to 2014

Facebook Fans Career Day

1,800+ attendees and 1,900+ RSVPs, with zero recruitment advertising spend.

Role: Head of Social Media & Promotion, reporting to the Group CEO
Period: 2013 to 2014 (attendance figure is for the 2014 event)
Tools: Facebook Events, Organic content, Event management
Result: 1,800+ attendees with zero recruitment ad spend

1,800+

Students attended the 2014 Career Day

1,900+

RSVPs on Facebook

RM0

Spent on recruitment advertising

Crowds of job seekers with lanyards and blue Facebook Got Me Hired bags queuing along a row of employer booths — Job seekers at the employer booths, carrying “Facebook Got Me Hired” bags

A large marquee full of attendees at round tables filling in forms, with the Career Day 2014 stage backdrop in the distance — The main tent at the 2014 Career Day

The problem

Hiring graduates through paid job adverts was costly.

What I did

I turned PKT’s Facebook following into a recruitment pipeline. Followers were invited to an in-person career day, run through Facebook events and organic content rather than paid job adverts.

The result

1,800+ students attended the 2014 Facebook Fans Career Day.
1,900+ RSVPs on Facebook.
A talent pool of students who had expressed interest in working at PKT, built with no recruitment advertising spend.

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