A case study in Recruitment success: How we achieved 8,000+ applications using our own media channel

At Convenience Advertising, we took on these challenges in a way only we could: by using our own media channel - bathroom advertising. The results? Over 8,000 job applications and 43,000 QR code scans, yielding an impressive conversion rate of nearly 19% (April - December 2024). Here’s how we did it and why bathroom advertising is a powerful tool for recruitment campaigns.

We needed to recruit Maintenance Officers in specific locations across Australia to support our advertising operations. This niche yet critical role requires candidates who are detail-oriented, resourceful, and capable of working independently - often outside standard 9-to-5 hours. This flexibility is particularly important for venues like pubs and shopping centres, where public bathroom facilities cannot be closed during peak hours for advertising poster installations. Traditional recruitment channels were not effectively reaching this specialised audience. 

Faced with these challenges, we decided to practice what we preach: using our own media network to recruit candidates. 

Bathroom advertising has several advantages that make it uniquely suited for recruitment campaigns, especially for government roles. 

Undivided, active attention at a moment of low cognitive load: People are naturally less distracted in bathroom settings. There's no scrolling through phones or switching channels, which means the message gets noticed.  It’s that precious moment when the audience experiences a low ‘cognitive load’ and their brain is more open to receiving new information. 
 
The audience and message are also stationary, bang in front of each other.  No craning of heads to try and catch a roadside billboard message as it flashes past.  With bathroom advertising, the message is placed in the natural line of sight.  Critically, both the creative and audience are still. 

The average person spends well over two minutes (136 seconds for males, 166 seconds for females) in a bathroom, giving them ample time to absorb the ad’s content.  In stark contrast, industry experts reveal that 85% of ads on social media platforms fail to deliver 2.5 seconds audience attention - the minimum time required for a person to commit a message to memory - as people scroll through their feeds.  

Our network spans high-traffic locations like shopping centres, universities and entertainment venues, ensuring campaigns reach diverse audiences.  We can also segment audiences and messaging by gender, geographic location and language. 

Through Quick Response (QR) codes and including the collection of key selection criteria data, we bridge the gap between offline and online engagement, making it easy for applicants to act immediately, while seamlessly delivering recruiting managers with a pre-qualified pool of candidates. 

To recruit Maintenance Officers, we launched a bathroom advertising campaign across our network. The ads were strategically placed in high-footfall venues, designed to be visually engaging and highly informative. The clear call-to-action encouraged viewers to scan a QR code for more information and to apply directly online. 

The simplicity and convenience of the QR code were critical. With a quick scan, individuals could access detailed information about the role and submit their application in minutes. 

The numbers speak for themselves: 

8,000+ job applications: The campaign successfully attracted a significant number of qualified candidates. 

43,000+ QR code scans: This highlights the high level of engagement generated by the campaign. 

18.6% conversion rate: Nearly 1 in 5 individuals who engaged with the ad went on to apply - a strong performance in any recruitment campaign. 

These results demonstrate what Convenience Advertising has known for over 40 years now: the effectiveness of bathroom messaging isn’t just in raising awareness, its real power lies in driving meaningful action. 

For government marketing managers tasked with recruiting essential workers, the success of this campaign offers valuable insights:  

Targeted placement is key: Bathroom advertising places your message where people naturally spend time, ensuring higher engagement. 

Actionable CTAs work: Including QR codes or similar digital prompts makes it easy for your audience to take the next step. 

Maximise the simultaneous luxury of broad AND narrow demographic reach: Bathroom ads can reach the audience you need: whether that’s students at universities or females in a particular geographic location, to professionals in high-traffic locations, making them ideal for diverse recruitment needs. 

Cost-effectiveness: Compared to traditional media channels, bathroom advertising is highly efficient: ‘narrowcasting’ means you’re only paying to reach the audience you want, offering excellent ROI for recruitment campaigns.  

Varying creatives for recruitment for Corrections Victoria and Tasmania Police including QR codes to apply immediately, used across the Convenience Advertising channel in 2024/2025.

While our campaign focused on recruitment, bathroom messaging also has broader applications for government campaigns. Whether it’s promoting public health initiatives, encouraging behaviour change, or raising awareness of new services, this medium offers a unique opportunity to engage audiences in a highly personal and memorable way. 

Recruiting for essential roles isn’t just about filling vacancies; it’s about ensuring critical services remain effective and accessible. Bathroom advertising offers an innovative, cost-effective and results-driven solution to the recruitment challenges faced by many government agencies. 

By leveraging this often-overlooked medium, you can meet your recruitment goals while maximising your marketing impact. We’ve proven it works for us - and we’re confident it can work for you.  

If you’d like to learn more about how bathroom advertising can drive recruitment success for your organisation, get in touch.