Rounding up a workforce to
Crush it at Rush’s
Hungry for Employees
Like everyone in recent history, Rush’s — Columbia, South Carolina’s beloved and iconic fast food restaurant — was in dire need of team members to support its 9 popular locations. We developed a plan and campaign to not only fill the funnel with prospective employees, but endear the GP even more to this regional favorite. And, as we are want to do, have a little fun while we’re at it.
Agency Services
Media Strategy
Paid Media Buy & Management
Campaign Development
Photo & Video Content
Landing Page Development
Here’s The Situation.
Rush’s issue wasn’t selling delicious burgers, famous fried chicken and super shakes. It was making them. Slammed during lunch and nearly as busy during dinner, they were feeling the burn from the issue de jour — the nationwide employee shortage. A big fish to fry, if you will. Despite a seriously challenging timeline to coordinate all the elements of a full court press, we were able to drive record numbers of applicants to the recruiting site and load up the pipeline for Rush’s.
The Strategy
Rush’s is a special place for the people of Columbia. In the restaurants there’s a lot of familiarity among staff and regulars. It’s a place with a lot of history where an entry-level team member has the opportunity to go all the way to the top. Just ask the current CEO who started his journey over 25 years ago. We showed potential employees the benefits of a job at Rush’s, putting a fun spin on a legendary spot.
Dynamic Display
Next, the paid media placements had to be highly targeted and deployed through a strategic mix of digital and traditional touchpoints to maximize exposure. With billboard placements, we targeted high-traffic roadways to stay top of mind whether the audience was running errands or on their daily commute to a competitive location.
Scrumptious Social
When your’e serving up happiness on the daily, it should be evident in your social. It’s a crucial part of the recruiting puzzle. We leaned into paid and supported the campaign across organic to get the word on the streets that Columbia’s favorite indy was hiring.
“Working with Rush's allowed us to work with both traditional and digital mediums to plaster the town with Rush's hiring messages. We used traditional tactics like broadcast, cinema and billboards to cast a wide net and draw people to the site. We then honed in on our target audience and reminded them through digital channels about the open positions. It was a joy to learn of the rich history and welcoming culture of Rush's and share that throughout the Midlands, as well as help the corporate team fill much needed positions.”
— Annie Frost, Senior Integrated Media Strategist
A Perfect Landing
And of course, driving our audience to a landing page urging them to apply (and matching the tone and aesthetic of the campaign) was a must.
So this happened.
What does that translate to in real-world metrics? We'll give you one guess when it launched.
Site Traffic Insights (Rushsjobs.com)
In Summary
It’s safe to say approx. 5 mill impressions, over 16,000 clicks and over 17,000 prospective employees came to the campaign landing page.
The Takeaway
We’re hungry for more.
In Our Words.
“It's no secret that hiring has been an ongoing challenge for a variety of industries. However, working with Rush's and their colorful and life giving brand gave us opportunities to execute this campaign with various creative tactics that were successful across many different channels. We got to highlight what has given this Columbia staple such a loyal fanbase, their people.”
— Sarah Maffetone / Senior Account Manager
“The goal was to give prospects a taste of the Rush’s life before they’d even apply. Fun, bold and vibrant were themes taken from a day in the biz and translated to a look and feel that was not only engaging, but produced results.”