Recruiting Park Rangers

Challenge:

The New York State Office of Parks, Recreation, and Historic Preservation approached Miller Advertising to assist in recruiting Park Rangers for the 2025 season. With a tight deadline and a limited budget, they needed an effective plan to attract qualified candidates across the state. The key challenge was quickly filling these positions.

Strategy:

Miller developed a targeted paid media recruitment strategy centered on social media platforms Facebook and Instagram, known for their high engagement and reach. These platforms are valuable tools for job seekers, from recent graduates to seasoned professionals exploring new opportunities.

The campaign was continuously optimized to maximize performance, reallocating the budget to the most effective platforms and audience segments to ensure cost-efficiency.

Results:

The results exceeded expectations, surpassing the target application goal by 11% in just 12 weeks.