Muskoka Job Board Digital Marketing Campaign

Muskoka Job Board

The Muskoka Job Board is a centralized resource to connect job seekers with employment opportunities in the District of Muskoka, created to be a “one stop shop” for Muskoka employers and prospective employees. The board is populated from over forty popular job sites indexed and searchable by keyword, job type and municipality, with an accompanying map showing job locations. The board was launched in June 2023 and since that time has been promoted to both employers and prospective employees through a sustained digital marketing campaign.

The job board was primarily created to ease Muskoka’s labour shortage by connecting employers to prospective employees but has also served as a valuable source of economic data for the area. Information on job seekers, available positions, hiring statistics and job movement has been used to inform other workforce-related initiatives since the board’s launch.

Promotion

Active job seekers were the primary audience for the job board marketing campaign, both those already within Muskoka and those willing to relocate to the area. The key goals of the campaign were to increase awareness of the job board, encourage active job seekers to use it, and attract out of area job seekers by highlighting Muskoka’s environment, quality of life, and economic opportunities. This was accomplished primarily through ongoing social media marketing since the board was launched.

As all public awareness of the job board increased its utility, both employers and the general public were considered secondary audiences for the campaign.

Results

The initial campaign ran from June – September 2023. During this time, the Muskoka Job Board had 7,025 total users, of which 6,981 were new visitors since the campaign launch. These users accounted for 9,698 total sessions, evidence of repeat visits by users. During this period, the campaign registered 7,361 link clicks, a reach of 145,781, resulting in 355,656 total impressions. Overall, the marketing campaign has been very successful in raising awareness of the resource and has created a core user base for the Muskoka Job Board.

Sustainability

The job board has been developed in the context of the larger Muskoka Regional Workforce Development Strategy, a collaborative project that aligns all ongoing regional workforce related projects. This strategy was created and is being implemented through a partnership between Venture Muskoka and the District Municipality of Muskoka. Venture Muskoka is an economic alliance of the lower-tier municipalities in Muskoka that focuses on building the economy and improving the quality of life throughout the region through investment attraction, supporting a year-round economy, and labour force development.

This collaboration has been endorsed by all municipal Councils and is formalized and supported through a memorandum of understanding. All participating municipalities have committed to funds to the ongoing implementation of the strategy, including the job board.

By leveraging digital technologies and reducing the need for physical resources and travel, the Muskoka Job Board helps minimize its environmental footprint while effectively connecting job seekers with employment opportunities.

A full gallery of the marketing materials can be found at: https://www.dropbox.com/scl/fo/4crzwek9ol6esjr1s5vcw/ABNmXGalpB3DYmHKVeQsd0A?rlkey=7ou43s86u47iswxi8rjc94b4k&e=1&st=5o989mxk&dl=0