Recruitment: How bathroom advertising generated 1,600+ job applications in 4 weeks

Convenience Advertising is Australia’s bathroom advertising network. It partners with 3,200+ venues Australia-wide – including shopping centres, airports, universities and pubs – to deliver targeted, high impact campaigns for its government, commercial and not-for-profit partners.

Convenience Advertising employs a national network of Maintenance Officers to install and maintain its bathroom advertising signage across all venues on a fortnightly basis. Maintenance ‘runs’ are per Maintenance Officer, and set by geographical location.

With the network covering a vast area, encompassing metropolitan, regional, rural and remote locations across all states and territories, Maintenance Officer job vacancies represent a considerable logistical challenge to maintain a full roster, especially in rural and remote areas.

Convenience Advertising needed to recruit a number of Maintenance Officers to fill specific geographic vacancies, as well as future-proof the workforce by building a national pool of locally-available candidates to step in as required.

The ability to reach and engage with potential job applicants by specific geographic location, tailor recruitment ads by gender, and directly reach people who were already familiar (and visiting) their local Convenience Advertising network venue, made Convenience Advertising’s own bathroom messaging network the ideal medium for a recruitment campaign. 

By focus-testing and carefully refining an impactful recruitment message, combined with a simple call to action of scanning a QR code to access an online application form, the Maintenance Officer recruitment campaign generated extremely strong, and highly measurable results. 

“Seeing these results - we’ve never been so sure the Convenience Advertising channel is an effective and targeted way to reach local people, on a broad scale, in the places where they live, work and play.

“It’s unique work – people aren’t searching ‘Maintenance Officer jobs’ online, however, when they see the job ad in their local shopping centre, pub or university, they apply, not only because it’s a relevant local role, but because they have time to read the poster, understand it, scan the QR code, and fill in our application form." 

– Anna Validas, CEO, Convenience Advertising 

In just 28 days, Convenience Advertising was able to saturate the locations where Maintenance Officers are required: