Enercon Technologies
Meeting the Demand
Services
Team
From Brand Positioning to Talent Acquisition
Over the years, Ethos|VONT has partnered with Enercon Technologies on business development, brand development, and brand positioning. When the pandemic hit, talent acquisition was added to the list.
As an essential manufacturer of diagnostic medical devices used during the COVID-19 outbreak, Enercon urgently needed to fill over 50 positions by people looking to make an impact during the crisis and beyond. Enercon reached out to VONT for help as the situation began to affect the company’s ability to meet demand.
Messaging first, then targeting
Enercon’s most pressing talent need was for manufacturing specialists, an entry-level position. VONT began by doing a deep dive into key messaging around the benefits of starting a career at Enercon. Once messaging was in place, VONT began with a paid social campaign on Facebook, then layered in paid search and display. Soon the efforts began to pay off with leads—those showing strong interest by clicking on the CTA—jumping from 30-40/month to 250+/month. While the initial plan was for a time-limited campaign, it’s been so successful, it’s been running on and off for 3.5 years and still going strong.
A new nationwide campaign
Seeing the benefits of the entry-level campaign, Enercon decided to add an additional focus, this time for niche engineering and account manager jobs that required a higher level of education and experience. Where the entry-level campaign had more of a regional target, the niche campaigns went nationwide in the search for qualified candidates for these senior-level positions. In addition, the ad sets were different, with LinkedIn conversation ads being the perfect set-up for the campaign.
A full feedback loop and fine tuning lead to success
Iteration was the key to getting in front of the right audience. Initially a large number of leads came in for the niche positions, but they included leads without the right experience or technical experience. By continually tweaking the Google search queries, as well as the LinkedIn conversation ad messaging and targeting parameters—and getting great feedback from Enercon— the leads became more targeted, and the quality improved.
