Skaalen Job Fair Boost Campaign — April 22 Event

Overview

In April 2026, Asymmetric planned a social media boost campaign to promote Skaalen's job fair on April 22. Rather than running a single extended boost (as was done for the prior cook-specific post), the team adopted a rotating weekly boost strategy to maximize reach and prevent ad fatigue.

This campaign replaced the standalone cook boost and folded the cook position into a broader multi-role job fair post.

Campaign Details

Open Positions Featured

The job fair post listed all current openings, including:

• Cook (full-time and weekender)
• Maintenance / Outdoor (full-time)
• Resident Assistants (full-time, part-time)
• CNAs (full-time, part-time)
• RN / LPN (full-time, part-time)
• PT / PRN
• LTE Summer Maintenance

A separate nutritional services position was intentionally excluded from the post, as Skaalen wanted a more formal interview process for that role.

Strategy: Rotating Weekly Boosts

The team discussed two options — one long continuous boost vs. separate weekly boosts — and chose the rotating approach for a specific reason:

"If you boost it too long, sometimes the frequency goes up. So the same people start seeing it multiple times. And you can have what's called ad fatigue where people kind of see it before they ignore it. I think three separate boosts, three separate pieces of content would be good." — Sebastian Gant

Because the event was approximately two and a half weeks out at the time of planning, only two boost weeks were scheduled (April 6 and April 13), with fresh content each week to reach slightly different audience segments.

Link Destination Decision

Melissa raised whether to link directly to the ADP job listings page (one fewer click to actual postings) or to the Skaalen careers page on the main website. Maggie confirmed the preference for the main careers page, where visitors can browse all openings and click through to ADP from there.

Context: Prior Cook Boost

The campaign replaced a standalone cook boost that had run previously. That boost performed efficiently:

• ~5,500 impressions
• ~115 site clicks
• ~$0.30 CPC

However, the team could not track whether site visitors ultimately submitted applications, as that final conversion step isn't visible in the boost analytics. Dawn was tasked with following up with Sam (HR) to get application data.

Key Decisions

• Rotate content weekly rather than running one extended boost, to avoid ad fatigue
• Two boosts total (weeks of April 6 and April 13), not three, given the timeline
• Link to careers page, not directly to ADP
• Include all open roles in the job fair post; cook position is covered within it, so no separate cook boost needed

Action Items

Related

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