Recruiting Gen Z and Millennials for
Community Manager Roles in Tokyo
and Singapore
Intro
The campaign aimed to attract and recruit qualified candidates for community manager positions in Tokyo and Singapore.
The target audience included young Millennials and Gen Z entering the workforce.
Leveraging social media and Google Ads, the campaign focused on addressing prior recruitment challenges and meeting specific client requirements.
Client requests
Identify two candidates for each position.
Candidates must be fluent in both local languages and English at a high level.
Minimum of one year of experience in social media management.
Familiarity with the gaming industry.
Residency in Tokyo or Singapore, with a preference for office-based work.
Research we’ve done
as a preparation
- Conducted detailed research on the APAC talent market.
- Assessed the general interest in gaming industry positions.
- Identified prevalent attitudes toward gaming careers among young professionals.
- Evaluated English proficiency levels among the target demographic.
- Analyzed the most popular social media platforms in Tokyo and Singapore.
Challenges
client faced
- Previous campaigns attracted candidates with insufficient qualifications or language skills.
- English proficiency often fell below the required level.
Younger candidates from
Gen Z and late Millennials
often exhibited
challenges, including:
- Unrealistic salary expectations.
- Limited commitment to office-based roles due
to a preference for remote work. - High turnover rates and shorter job tenures.
Solution 1
– Tailored content
Created engaging, modern visuals tailored to Gen Z and millennial preferences.
Adapted content to resonate with local cultural and professional nuances in Tokyo and Singapore.
Utilized relatable and conversational copy, emphasizing career growth opportunities and the exciting nature of gaming careers.
Developed short, dynamic videos highlighting the perks of working in the gaming industry and work-life balance.
Solution 2 – Campaign structure
Targeting
- Platforms:
Instagram, Facebook, Google Search, and Display Ads. - Demographic:
Ages 18-34, proficient in English, with an interest in gaming and social media. - Geo-targeting:
Specific to Tokyo and Singapore.
Retargeting
- Engaged users who interacted with ads but did not apply.
- Delivered follow-up ads emphasizing key job benefits and company culture.
- Campaign segmentation targeting only bilingual candidates familiar with local culture and nuances.
Keywords
- Gaming careers, entry- level game design jobs, internship, games development.
- Social media, content management
Budget
Allocation
Results
Tokyo
Campaigns
Impressions
Link clicks
Applications
Singapore
Campaigns
Impressions
Link clicks
Applications
Results
Tokyo
Campaigns
Increase in qualified applications, with a significant rise in English-proficient candidates meeting the required experience level.
Improvement of application alignment with client requirements, significantly reducing the need for pre-screening.
Singapore
Campaigns
Increase in qualified applications, with a significant rise in English-proficient candidates meeting the required experience level.
Improvement of application alignment with client requirements, significantly reducing the need for pre-screening.
Cost $937
Conclusion
By combining in-depth market research with targeted ad campaigns, we successfully addressed client challenges and exceeded expectations.
The tailored content and strategic campaign structure resonated with the target audience, leading to a significant improvement in recruitment outcomes.
The campaign set a new benchmark for future recruitment efforts in the gaming industry.