Tindall Corporation, a precast, prestressed concrete manufacturer headquartered in Spartanburg, South Carolina, wanted to build awareness of their internship and co-op program for engineering students. Current interns and co-ops reported positive experiences working with the Tindall team, and they often returned for multiple semesters or chose to work for Tindall after graduating. Tindall looked to Infinity Marketing to help deliver a targeted message to students about engineering opportunities at the company.
We proposed an integrated approach driven primarily through social media, and promotional banners and brochures were then designed and distributed to recruiters. We also produced a video showcasing Tindall’s corporate culture. Social media efforts focused on generating awareness of the intern/co-op experience and announcing Tindall’s attendance at on-campus career fairs. Following the recruitment events, emails were distributed to the prospective students.
The social media campaign was heavily focused on Twitter. Because there were many events at colleges across several states, our team developed a plan which included pre-event promotional announcements, live-Tweeting, and strategic hashtags unique to each event. We also developed a job fair schedule to promote attendance in advance. Each fair received a pre-event Tweet in the days leading up to the fair targeting engineering students. Infinity then provided Tindall’s recruiting team with copy examples, Twitter handles, and hashtags specific to each school. This allowed the team to effectively live-Tweet photos and videos during each fair.
The increased social media activity from the live-Tweeting boosted Tindall’s overall Twitter engagement for the month of September, when the majority of the fairs took place. Tindall’s Twitter page likes more than doubled, and the majority of page growth occurred during college recruitment season.
Tindall also saw an increased level of social media engagement with the recruiters themselves. After we provided training about live-Tweeting, they began mentioning Tindall’s Twitter account from their personal accounts while at team events, providing additional content-sharing and engagement opportunities for the main @TindallPrecast account. Professors and other university staff also began engaging with Tindall’s Twitter.