Skaalen Cook Recruitment Social Media Campaign
Overview
In March 2026, Skaalen identified cook positions as a critical staffing need and initiated a targeted paid social media campaign to drive applicants. The campaign involved creating a new recruitment post and boosting it to expand reach — a pattern that reflects a broader approach to using paid social for time-sensitive hiring needs.
Context
Skaalen was experiencing a shortage of cook applicants. A new social media post was created by Asymmetric's social media team and approved by Skaalen's Sam before being scheduled and boosted. The post was initially scheduled for 10am but bumped to an earlier time slot to maximize morning reach.
The post was created by Asymmetric's Philippines-based social media specialist, who turned it around quickly after receiving the brief. An earlier CNA recruitment post from the same period required revision because the initial image skewed toward a clinical/hospital aesthetic rather than the warmer, residential feel appropriate for Skaalen's brand — a lesson applied to subsequent recruitment posts.
Strategy Notes
- Post creation: New visual asset created for cook-specific recruitment, distinct from prior CNA post
- Brand alignment: Imagery should reflect Skaalen's residential, community-oriented environment — not a clinical or hospital setting
- Boosting: Post was boosted immediately after publishing to accelerate reach; Dawn indicated additional boost spend may follow depending on applicant response
- Timing: Post published earlier in the day than originally scheduled to capture morning audience
Key Decisions
- Boost the cook recruitment post immediately upon publishing
- May extend or increase boost budget if applicant volume remains low
- Social assets for Skaalen should avoid clinical/hospital imagery and reflect the community living environment
Action Items
| Owner | Action | Status |
|---|---|---|
| Melissa / Sebastian | Boost cook recruitment post after publishing | Assigned (2026-03-25) |
| Dawn | Monitor applicant response; advise if additional boosting needed | Ongoing |
Generalizable Insight
When using paid social for recruitment, brand-appropriate imagery matters as much as copy — especially for senior living communities where the visual tone (residential vs. clinical) directly affects candidate perception of the workplace. Boosting should be initiated promptly for time-sensitive roles, with budget flexibility built in for critical positions.
Related
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