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Morrisons Client Case Study
The Background
Social media has emerged as an essential tool for connecting with active and passive candidates in the Early Careers market, which has resulted in targeted social recruiting gaining traction across the globe. In 2024/25, we reimagined Morrisons’ Attraction strategy through the power of social targeting. They were looking for new ways to reach their target audience, ensuring high quality, niche candidates to fill their roles.
The Objective
Morrisons aimed to attract a highly niche audience of young people from farming backgrounds to apply for the UK-wide Operational Manufacturing Graduate programme. With a particular focus on reaching females and individuals in rural areas, the primary objective of the social targeting campaign was to engage this hard-to-reach talent pool in a relatable and accessible way – by meeting them where they already are, on their phones.
Our Solution
To reach this niche audience effectively, we developed a highly targeted social campaign focused on students from farming backgrounds in rural and remote areas. Using Facebook and Instagram – platforms widely used by younger demographics – we were able to meet the audience where they already spend time online.
We created bespoke creative assets that featured farming and manufacturing imagery to immediately resonate with the target demographic. The messaging was carefully crafted to reflect the values and lifestyle of candidates from agricultural communities, while also highlighting the career opportunities available through Morrisons’ Operational Manufacturing Graduate programme.
Each advert was geo-targeted to rural locations across the UK, with a particular focus on areas traditionally underrepresented in Early Careers marketing. In addition, we ensured the creative and copy spoke directly to female audiences, in line with Morrisons’ diversity goals.
The Impact
Morrisons campaign had a strong impact, reaching 76K individuals in 30 days and generating 165K impressions. It drove 2,629 link clicks with a 3.4% engagement rate, resulting in 545 initiated applications and a 21% conversion rate – a particularly strong outcome for such a niche audience brief.
Notably, 57% of impressions and 53% of clicks came from female users, directly supporting Morrisons goal to improve gender diversity within Operational Manufacturing roles.
These results not only helped attract candidates from the right background, but also demonstrated the value to social targeting in reaching underrepresented groups and raising awareness of early careers opportunities in non-traditional markets.
