Case Study: Reaching Future Employees Through Social Media Ads

Challenge

Back Cove Yacht’s hiring ads struggled to connect with younger audiences. Previous campaigns relied on static photos and polished brand videos that didn’t engage within the crucial first three seconds. Placements weren’t optimized, with ads appearing in low-engagement spots like Messenger or Explore.

Strategy

We reframed recruitment ads with a simple but effective approach: speak the language of younger audiences by showing real employees, real work, and a clear call-to-action.

Execution

• Ads opened with strong hooks

• Featured interviews with newer employees, making the roles relatable.

• Highlighted clear job benefits and included a straightforward hiring CTA.

• Shifted placements to high-engagement feeds.

Results

• Cost per click dropped nearly 50%, from $0.53 to $0.31.

• Reach increased by 4,500+ people with nearly identical spend.

• Applications nearly doubled (15 vs 8), with 8 hires vs 3 previously.

• Audience demographics shifted younger, marking the strongest results to date for recruitment campaigns.

Takeaway

By aligning creative and placements with younger audiences’ behavior, Back Cove successfully turned social media into a powerful recruitment channel, proving that authenticity and relatability outperform polished corporate messaging