Campaign Summary
The City of Palo Alto partnered with AST to recruit for specialized utility roles requiring strict technical qualifications. To attract the right candidates, we built a tailored landing page with detailed job descriptions and qualification guidelines, combined with data-driven recruitment marketing optimized across multiple platforms.
In just one month, the campaign generated 780 candidates and 62 completed applications at an average cost per candidate of $8.65—significantly improving applicant flow and quality compared to previous recruitment efforts.
Challenge
The City of Palo Alto needed to recruit for specialized utility roles that required strict technical qualifications, making it harder to attract qualified candidates compared to traditional public safety positions. Since these roles fell outside of law enforcement, the best advertising channels were unclear, and the City needed a way to generate strong candidate flow while maintaining high applicant quality.
