Leader Silviculture: Strategic Communications Plan
Project at a Glance:
-
Ridgeway Communications built a new website that promoted the silviculture industry, highlighted our client’s expertise, showcased them as a great employer, answered FAQs, and made it easy to get in touch and apply to their jobs.
The results of this project has been a 10%/year traffic increase since launch.
-
We established a consistent social media presence to increase visibility, demonstrate our expertise, promote recruitment, and drive traffic to our website.
So far, our social media campaigns have earned over 30%/year in total follower growth.
-
Ridgeway Communications established a blog that would provide current and future Leader employees with helpful guides and tools, such as “Waste Reduction Strategies,” “Recovery Tips for Planters,” and “Advanced Screefing Techniques.”
In total, our blog has been read by thousands of people, with our most popular blog, “Tree Planting Boots: What You Need to Know” receiving over 600 reads on its own.
-
We engaged with the community through industry forums on Facebook and Reddit to demonstrate thought leadership, engage with potential applicants, and drive web traffic to our careers page wherever possible. In total, we received over 650 page views from potential applicants.
-
To improve employee engagement and retention, we built a newsletter that made it easier to keep track of applicants and keep employees up to date with the information they need to know throughout the season.
Campaign Summary
Leader Silviculture is a forestry and tree-planting company that operates across BC. They provide an array of reforestation and silviculture services, including tree planting, brushing, slashing, surveying, spacing, and maintenance.
Leader has experienced a wave of growth over the last few years. As a result, their onboarding strategies were no longer able to keep up with their demand for new applicants. They needed to build an online presence to increase visibility and improve employee onboarding.
During this campaign, Ridgeway Communications built Leader Silviculture a beautiful new website, created an effective blog, established presences on Facebook and Instagram, developed a newsletter campaign for communicating with employees, and engaged with our target audience on industry forums.
Website Design
When building out Leader Silviculture’s new website, Ridgeway Communications had severals goals:
Promote the planting industry as a whole by highlighting the job’s flexibility and high earning potential.
Establish Leader as an industry expert
Demonstrate how Leader is an excellent employer with respectful leadership
Make applying and contacting leadership simple and easy.
Since launch, the new website has averaged 10% visitors growth/year.
Social Media
Our goal with social media was to post photos from past seasons to increase our visibility to new applicants, and establish ourselves as a great workplace. We also aimed to answer frequently asked industry questions to demonstrate our expertise, and cross promote our other content to drive as much traffic to our website and careers page as possible.
Since the beginning of the campaign, Leader’s following has increased by roughly 30%/year.
Content Marketing
Ridgeway Communications has conducted several content marketing strategies throughout this ongoing campaign.
We started a blog on the website that offers how-to guides and other resources for new and experienced planters, which establishes our expertise and improves website SEO. Example articles include “Waste Reduction Strategies in Planting,” “Recovery Tips for Planters,” and “Advanced Screefing Techniques.” In total, our blog has been read by thousands of people, with our most popular blog, “Tree Planting Boots: What You Need to Know” receiving over 600 reads on its own.
We also engaged with the community through industry forums on Facebook and Reddit to demonstrate thought leadership, engage with potential applicants, and drive web traffic wherever possible. This initiative was the main catalyst that drove over 650 potential applicants to our careers page.
Lastly, to improve employee communication, improve employee retention, and simplify communication processes, Ridgeway Communications established an employee newsletter that allowed the Leadership team keep its employees in the loop much more easily.
Ready to Improve Your Recruitment and Employee Retention?
Get started on your next project by clicking below!
