NTG Parks and Wildlife Recruitment Campaign
Filling the Territory’s Ranger Ranks
This government recruitment campaign used a targeted, multi-platform approach to attract suitable ranger applicants across the Northern Territory.
Delivered by a current Shout by Design team member while working as Strategic Engagement and Communications Manager within the Northern Territory Government, the campaign responded to significant staffing shortages across urban and remote locations.
Using existing video content, targeted Facebook and Google advertising, and a refreshed recruitment landing page, the two-phase campaign generated more than 500 applications while maintaining efficient advertising costs.
The Challenge
Parks and Wildlife needed to recruit for 28 ranger vacancies across three employment levels, with positions located throughout urban and remote areas of the Northern Territory.
Previous recruitment rounds had produced a high number of unsuitable applications, while competition for qualified candidates and the remote location of several roles made recruitment more difficult.
The campaign needed to:
- attract applicants who understood the responsibilities of a ranger
- reach audiences across Darwin, regional centres and remote locations
- communicate the variety and value of ranger careers
- improve the quality of applications
- make effective use of a limited advertising budget
Strategy and Creative Approach
Research and Discovery
Previous recruitment activity, application trends and available campaign assets were reviewed to understand what had worked and where the process could be improved.
Existing content from the A Day in the Life of a Ranger video series provided a strong foundation for the campaign. Reusing this high-quality material allowed the available budget to be directed towards targeted advertising and campaign delivery rather than unnecessary new production.
Campaign Strategy
The campaign combined social media video advertising, targeted display advertising and a refreshed recruitment landing page.
The strategy was developed in collaboration with Parks and Wildlife and Strategic Workforce Services, with campaign activity designed to:
- build awareness of ranger career opportunities
- demonstrate the variety of ranger roles and working environments
- direct interested applicants to clear recruitment information
- reach potential applicants in both urban and remote areas
- support difficult-to-fill vacancies through targeted placements
Creative Direction
The campaign showcased the diverse environments, responsibilities and rewards associated with ranger work.
Messaging balanced the opportunity to work in internationally recognised natural environments with the stability, benefits and professional development available through Northern Territory Government employment.
The creative approach was designed to feel practical, authentic and grounded in the real experience of Territory rangers.
Campaign Delivery
The campaign was delivered in two phases.
Campaign activity included:
- Facebook video placements using the A Day in the Life of a Ranger series
- a mobile-first Facebook Instant Experience that allowed audiences to explore the roles in greater detail
- Google display advertising designed to match the wider campaign
- a refreshed recruitment landing page
- a dedicated campaign URL to improve recall and tracking
- coordinated messaging across campaign advertisements and recruitment content
- targeted activity for remote and difficult-to-fill ranger positions
Phase One
Phase One ran for four weeks with a total advertising budget of $1,400, comprising:
- $800 in Facebook advertising
- $600 in Google display advertising
The campaign used repurposed ranger videos and display advertisements to build awareness and direct potential applicants to the recruitment landing page.
Phase Two
Phase Two focused on remote ranger vacancies.
Facebook Instant Experience was used to provide a more immersive, mobile-first campaign format, supported by further Google display activity and targeted recruitment messaging.
Positive early engagement led to executive endorsement, with the creative approach recommended as a model for other government recruitment campaigns.
The Outcome
The campaign delivered strong results across both phases, generating significant reach, engagement and applications.
Phase One Results
- More than 5 million impressions across Facebook and Google
- More than 50,000 engagements
- Approximately 2,000 unique visits to the campaign landing page
- 174 quality applications received
Phase Two results
- 263,222 impressions
- Reach of 118,624 people
- 3,134 link clicks
- Average cost per click of $0.34
- 335 applications for remote ranger roles
Across both phases, the campaign generated 509 applications.
The results demonstrated that a well-planned campaign, strong existing content and carefully targeted digital advertising could substantially improve recruitment outcomes, including for difficult-to-fill roles in remote locations.
Services Delivered:
- Campaign Strategy
- Social Media Marketing
- Stakeholder Engagement
Project Type:
Government Recruitment Campaign
Client:
Northern Territory Government – Parks and Wildlife
Client type:
Government Department
Date:
2022