Autonomous Vehicle Seeks People
Zoox is reinventing personal transportation through AI–making the future safer, cleaner, and more enjoyable for everyone. A subsidiary of Amazon, they are at the forefront of on-demand autonomous ride-hailing. They partnered with Ruckus to aid in talent acquisition.
Ruckus was tasked with strategizing and deploying a robust digital advertising effort toward Zoox’s 2021-2022 recruitment efforts. This required marketing research to inform the strategy in a highly competitive market to acquire new talent.
Our efforts marked the most successful recruitment initiative in their entire history and identified several new ad channels for future growth.
Google Search & Display
Ruckus leveraged Google Search Ads to capture brand intent-related searches while utilizing video and HTML5 assets across YouTube and the display network to drive top funnel traffic. This platform proved to be the most cost-efficient channel for quality recruits.
Defying usual performance trends, YouTube proved to be a huge driver of both started and submitted applications for Zoox. In addition to strong conversion numbers, YouTube was a fantastic channel for contextually relevant ad placements, while potential hires explored related video content.
LinkedIn allowed Zoox to serve rich creative across various job titles, as well as leveraging custom audiences based on their current employees for look-alike audiences. This channel proved to be highly efficient for both prospecting and remarketing efforts.
Ruckus strategically used Facebook for purely remarking efforts to engage candidates that visited the career page but did not submit an application. With recent performance decline for brands across all of Facebook, this strategy proved to be a winning one and got stronger with each passing month.
Twitter was primarily a channel for brand awareness and audience engagement averaging 14.8k Impressions per day and increasing brand awareness for Zoox across relevant users in the tech and innovation industries. It served as a great environment for Zoox to share company culture and industry news with potential hires.