Direct employer job board EmptyLemon have helped international donkey welfare charity The Donkey Sanctuary to recruit for niche roles by using employer branding and social media recruitment.
The Donkey Sanctuary, based in Devon with sanctuaries nationwide, had wanted to achieve awareness of its diverse and wide reaching activities by using EmptyLemon job board to advertise their vacancies. The Donkey Sanctuary implemented an enhanced employer branding profile on EmptyLemon, complete with images, description, video and live Twitter feed.
The enhanced employer branding profile highlights The Donkey Sanctuary’s work in not only providing a safe haven for over 18,000 rescued animals in the UK, but also its work in delivering over 500,000 animal therapy sessions per year to children and adults with additional needs; as well as international donkey welfare mobile clinics, education and community engagement.
Throughout the recruitment, The Donkey Sanctuary was supported by the EmptyLemon team with marketing campaigns to promote niche vacancies.
The Donkey Sanctuary was recruiting for several niche roles including veterinary, animal care, riding instructors, agricultural workers and grooms, for which there were limited candidate pools. To support the recruitment, EmptyLemon created targeted campaigns using Facebook sponsored campaigns, targeting users with interest in animal care, donkeys and equine health close to the location of the vacancy.
The social media campaign also included carefully selected hashtags and tweets on Twitter, specifically targeting nearby agricultural college students and alumni, or those who had studied animal care and equine related courses.
“We were delighted to sign up The Donkey Sanctuary; with the niche roles, we were more than happy to rise to the challenge of proactively persuading passive candidates to apply, in addition to the active jobseekers. Our in house marketing team supported The Donkey Sanctuary to promote the niche roles, build a talent pool and put the employer brand in the spotlight” Andrew Kelly, Technical Director, EmptyLemon.
The Donkey Sanctuary received an average of nine applicants for each role it have advertised on EmptyLemon; some of the roles were niche, which is why employer branding and engaging with passive candidates were important to The Donkey Sanctuary.
