Work

Building a Social Network Stronger Than Steel

Client

North Star BlueScope Steel

Services

  • Promotional Content Creation
  • Social Media Ad Management
  • PPC
  • Geoframing and Retargeting
  • Microsite Development

North Star BlueScope is a steel manufacturer and supplier located in Delta, Ohio, that services the automotive, construction, agriculture and general manufacturing industries. They are a community-centered company built on four pillars: safety, service, delivery and quality.

TouchStone Digital started working with North Star BlueScope in 2020 and manages their ongoing digital recruiting program. The results of this case study reflect metrics from February through August 2021.

Problem

The North Star BlueScope team wanted to fill a large array of job openings that had persisted through 2020. They also wanted to grow their diversity across all open positions, emphasizing mechanical and electrical technicians.

Solution

Our team created short videos and Google display ads to highlight the client’s recruiting efforts, particularly diversifying their range of applicants. Those videos were used for display before, during and after YouTube content.

Another part of our strategy included researching North Star’s competition to geoframe and target applicants with a skillset that matched the client’s objectives.

We created paid social media campaigns on Facebook, Instagram and LinkedIn to reach a wider audience and boost application numbers. Those ads were then retargeted to engage individuals who were already familiar with North Star BlueScope.

Over the program’s first six months, qualified applications increased 23.8% year over year, including a 13.4% increase in female applicants.

Increased page views to the Job Opportunities page by:

+454%

Increased qualified applicants by:

+24%

Number of Google display ad impressions:

+7.8 million