Background:

In the world of project management and SaaS companies, Asana is leading the way in prioritizing diversity and inclusivity in their hiring practices. However, they needed to develop a reliable, repeatable, and trackable method to generate career website traffic and qualified applications from diverse candidates.

Challenge:

Create a full-scale diversity recruiting campaign to increase  Women, Hispanic and African American product engineers and marketer applicants in the US and Canada.

SOLUTION: The Long Tail Agency collaborated with Asana to craft a unique and effective marketing approach. By establishing core messaging pillars and developing audience targeting strategies, our team was able to create a cohesive, engaging plan. Our approach included a variety of assets, such as video testimonials, anthem videos, commercial podcast audio, and original graphic designs. To truly capture the welcoming and inclusive nature of Asana's work culture, we leaned into the personal experiences of their diverse employees. Each asset was carefully crafted to showcase the brand's values and tell meaningful stories.

Our performance marketing team successfully launched a multi-platform paid media plan that includes 30 original assets, targeted audience groups, advertisement copy variations, and budgets. The team optimized the campaigns daily and weekly on various social media platforms, including LinkedIn, Facebook, Instagram, and Spotify, resulting in the most effective audience-creative combinations. In addition to managing full-scale performance media campaigns, we also partnered with Black Enterprise to create a specialized digital media plan that utilized targeted email blasts, branded social posts, and sponsored editorials for maximum exposure. 

Results:

• 11M Impressions

• 200K+ Career Site Page Views, 

• 9K Applicants