Didion Recruitment Ad Campaign
Overview
Didion has been running paid recruitment advertising across LinkedIn and Meta (Facebook) to support hiring across different role levels. The campaign strategy distinguishes between platforms based on the type of role being filled: LinkedIn for targeted professional and leadership hiring, Meta for frontline and hourly worker outreach.
As of January 2026, the LinkedIn campaign has wound down following successful placement of high-level roles. The active need has shifted to frontline/hourly hiring, which is better suited to Meta.
Platform Strategy
| Platform | Best Use Case | Didion Application |
|---|---|---|
| Precise job title targeting, professional roles | Successfully filled high-level roles including CEO | |
| Meta (Facebook) | Brand awareness, frontline/hourly workers, retargeting | Current priority for hourly role recruitment |
| Google Search | B2B awareness, intent-based targeting | Ongoing; complements Meta for brand presence |
LinkedIn's precision targeting by job title made it effective for leadership searches. Frontline and hourly roles skew toward Meta, where the audience is more accessible and retargeting (based on site visits or search behavior) keeps Didion visible in candidates' feeds.
Campaign Status (as of 2026-01-28)
- LinkedIn: High-level role campaign concluded. CEO and other senior positions filled. Recruitment team confirmed reduced urgency on remaining open roles.
- Meta/Google: Ad creatives are approximately 6 months old and due for review. Current visuals use employee/facility photography, primarily bioscience imagery.
- Creative refresh: No new photo shoot has occurred recently. Diana (Didion) wants to loop in the recruitment team to assess whether current visuals are still resonant or if photo swaps are needed.
Ad Creative Review
Diana requested an easy way to review current ad visuals without logging into each ad platform directly. Melissa (Asymmetric) offered to export ad visuals from both Google and Meta into a shareable format — either a direct export or a compiled document — so Diana can share with the recruitment team for feedback.
Key questions for the recruitment team:
- Do the current employee photos reflect the roles being hired for?
- Are there newer photos available from internal sources?
- Does the messaging still align with current hiring priorities?
Action Items
- [ ] Melissa — Export all current recruitment ad visuals from Google and Meta in a shareable format for Diana and the recruitment team to review
- [ ] Diana — Share exported visuals with recruitment team to assess whether creative refresh is needed
- [ ] Diana/Melissa — If new photos or updated messaging are approved, coordinate creative refresh for Meta campaign targeting frontline/hourly roles
Related Notes
- A layered ad strategy (Google Search + LinkedIn + Meta) was discussed as a long-term approach, with the mix shifting based on hiring needs at any given time
- LinkedIn may be deprioritized while frontline hiring is the focus; Meta becomes the primary recruitment channel in that phase
- See [1] for broader client context
- See [2] for general guidance on LinkedIn vs. Meta vs. Google for B2B and recruitment use cases