McCluskey

Challenge

McCluskey Chevrolet’s Service Department was expanding rapidly, requiring a steady influx of skilled technicians to keep up with demand. The company has been relying on well-known HR software for job postings and promotions, but the results were costly and inefficient.

With an average cost of $300 per qualified applicant, McCluskey sought a more effective and budget-friendly solution. They turned to Proficy Digital, desiring to leverage digital advertising to improve their recruitment efforts.

Action

Proficy Digital applied its Meta and Instagram advertising expertise to create a more streamlined and cost-effective hiring strategy. The approach focused on:

1. Optimized Lead Capture:
• Instead of directing applicants to an external landing page, Proficy designed an integrated lead form that mirrored a traditional application. This reduced friction and increased conversions by allowing candidates to apply directly within the ad.

2. Engaging Video Content:
• High-quality video ads were used to showcase McCluskey’s Service Department, providing potential applicants with a real feel for the work environment and the company’s industry reputation.

3. A/B Testing for Audience Targeting:
• Ads were deployed using a rigorous A/B testing methodology to determine whether third-party audience integrations or native Meta audiences performed better in attracting qualified candidates.

Results

The four-month pilot campaign delivered outstanding results, proving that a targeted, data-driven approach could outperform traditional job postings:

• Over 600 qualified applicants were captured, including:
• Master Technicians (18%)
• A Technicians (21%)
• B Technicians (14%)
• C, D, and Lube Technicians (47%)
• Average cost per applicant was reduced to $113—a 62% decrease compared to the previous $300 cost.
• The campaign delivered 2.7x more qualified applicants than traditional hiring methods.
• Native audiences proved to be the most effective, accounting for 50% of total qualified applicants at an average cost of just $54.23 per applicant.

By rethinking the recruitment process and leveraging advanced ad strategies, Proficy Digital helped McCluskey drastically cut hiring costs while significantly increasing the volume of qualified applicants. This case study underscores how data-driven digital marketing can outperform traditional HR recruitment methods, delivering better talent at a fraction of the cost.