Make a Big Move International Recruitment Campaign

Campaign Creative & Messaging

The creative direction for the campaign centers on the theme "Make a Big Move," appealing to individuals ready for significant change in their lives—physically, professionally, and personally. The messaging speaks to international recruits, encouraging them to build their future in Alberta, and to vet clinics, urging them to expand their horizons and build their teams by recruiting globally. By maintaining consistent core messaging while tailoring supporting text and visuals to resonate with different audiences in different countries, the campaign fosters connection and inspiration. This dual-sided approach highlights the mutual benefits of collaboration between recruits seeking opportunity and clinics addressing industry challenges, uniting both under the call to make a transformative move.

Video

Habit produced 11 videos for the ABVMA recruitment campaign, handling every aspect of the process, including scripting, planning, filming, and post-production. The videos were created to achieve three key objectives: inspiring internationally-trained veterinarians to move to Alberta by showcasing the benefits, educating them on the relocation process with relevant information, and encouraging Alberta vet clinics to hire internationally-trained professionals by outlining the benefits and steps involved. These videos supported the campaign messaging across the website and social media channels, serving as a cornerstone of the overall strategy. Find all the videos here: vimeo.com/makeabigmove.

Marketing

Online advertising played a pivotal role in driving awareness and conversions for the ABVMA recruitment campaign. Habit utilized social media, hyper display, and Google Ads to target veterinary professionals in Ireland, New Zealand, Mexico, and the United Kingdom, delivering tailored messages based on search history and interests. A portion of the budget was also allocated to boost posts targeted at Alberta’s local veterinary community to increase event attendance and raise awareness of ABVMA’s tools for international recruitment. ABVMA’s social media accounts provided supplemental information for veterinary clinics, addressing pain points and offering tips for recruiting internationally-trained veterinarians. Occasional content for international candidates directed them to post resumes on the campaign’s landing page. The campaign launch included a range of supporting materials, such as a Facebook post for the ABVMA group, a full-page ad, newsletter graphics, and an email campaign strategy with custom copy.

Website

The Make A Big Move website served as the primary landing page for the campaign, uniting all marketing efforts in one place. It fulfilled two key purposes: providing comprehensive immigration support and licensing resources tailored to both internationally-trained veterinarians and Alberta-based employers, and hosting a job board that allowed international job seekers to connect with local opportunities, while also enabling local vets to post their job openings. Website URL: www.makeabigmove.ca.

The campaign achieved impressive results, including over 13.6 million impressions across paid and organic channels, 170,751 ad clicks, and 114,000 unique website visitors. There were 2,105 key website page conversions, 51 immigration consultation contacts with 25 consultations held, and 11 videos produced. Additionally, 15 resumes were submitted, and 7 employers registered on the job board.