Didion is experiencing a drop in applications for open positions and needs an urgent recruitment push. The strategy segments by role type and platform: skilled trades and manufacturing roles go to Meta/Google, while salaried and professional roles go to LinkedIn. This article covers the LinkedIn arm of that strategy.
LinkedIn was identified as the right channel for salaried roles because targeting precision yields higher-quality applicants — reducing the noise of unqualified submissions common on broader platforms. Melissa noted that LinkedIn ad costs have come down meaningfully and the platform is worth revisiting.
Didion's internal recruitment team already uses LinkedIn InMail for outreach. The paid advertising layer is additive and distinct from that existing effort.
The following open positions were identified as LinkedIn-appropriate based on seniority and professional profile:
| Role | Notes |
|---|---|
| COO | Senior executive hire |
| VP of Sales | Sales leadership |
| Masa Narepa Product Development Manager | Tied to new product launch; urgent |
| Business Development Manager | Professional/salaried |
| Reliability Maintenance Manager | Higher-level technical management |
Roles like Grain Operator, Biofuel Technician, and Product Integrity Technician (night shift) were explicitly excluded from LinkedIn and directed toward Meta/Google instead.
AAG recommended exploring LinkedIn Lead Gen Forms — applications completed entirely within LinkedIn without requiring the candidate to visit Didion's website. Key benefits:
This is distinct from click-through ads that drive to the Didion careers page, and may be more effective for roles where the candidate pool is passive.
The current Meta recruitment ads are performing at $7–$24 per form submission at $2.30/day. Some ad sets are flagged as "learning limited" due to low submission volume — not poor targeting. AAG will audit and optimize these in parallel.
This context is relevant because it sets a cost-per-lead benchmark. LinkedIn CPLs will likely be higher, but the applicant quality for salaried roles should justify the difference.
| Owner | Action | Due |
|---|---|---|
| AAG | Deliver full recruitment strategy proposal (Meta + LinkedIn) | Next Wednesday |
| AAG | Research LinkedIn targeting parameters for each salaried role | With proposal |
| AAG | Evaluate LinkedIn Lead Gen Forms vs. click-through ad format | With proposal |
| Diana (Didion) | Confirm final list of open salaried roles to include | ASAP |