The San Manuel Band of Mission Indians is no stranger to creating winning moments for those seeking a little fun at Yaamava’ Resort & Casino and Palms Casino Resort — the two world-renowned gaming destinations in their suite of brands.
But as an employer awarded for creating a supportive work culture at San Manuel, they also wanted to showcase the many winning aspects of working there. The need was immediate, as San Manuel and Yaamava’ were hiring for 250 new positions monthly. While some of these positions were entry-level, they also included manager and executive roles.
Ideal candidates fell within a variety of hiring personas the client had developed, but experience in the gaming and hospitality industries was valued most.
How do you properly showcase a truly empowering and supportive work culture? And how do you leverage that story to break through in a competitive job market and reach the top-tier candidates you’re seeking?
A phased approach to the challenge was identified, starting with the development of a compelling creative concept, followed by the execution of a multi-channel digital media campaign. A relevant message would be utilized to reach potential recruits at a relevant time — when they were conducting their job searches.
A phased approach to the challenge was identified, starting with the development of a compelling creative concept, followed by the execution of a multi-channel digital media campaign. A relevant message would be utilized to reach potential recruits at a relevant time — when they were conducting their job searches.
The areas of focus included:
The development of the campaign was rooted in a very powerful insight: At Yaamava’ and San Manuel, we encourage every employee to become the best versions of themself.
Through on-the-job training, advancement opportunities, numerous health and well-being resources, and dependent tuition reimbursement, Yaamava’ and San Manuel demonstrate their commitment to investing in their employees — and each investment is a point of pride.
To further build on that authentic sense of pride, the campaign visuals used a hero gold background and featured actual Yaamava’ and San Manuel employees posing with their arms raised in a “Y” shape, becoming the first letter in the word “You.” The messaging for each execution focused on one of three messaging pillars:
On social media, CTV and YouTube, we feature a series of videos produced by San Manuel. Each one tells a personal story of success by an employee - sharing their career path and the employment satisfaction they have found with San Manuel and Yaamava’. These video assets, in conjunction with the “Invested in You” elements, constitute a motivating message for potential applicants looking for a rewarding career opportunity.
With continued monitoring, management and adjustments across all digital marketing channels, the results started positive and kept rolling like a progressive jackpot. Among the many highlights:
increase in quarterly applications
million campaign impressions delivered
new applications submitted
"We've had more people apply with less spend and, ultimately, more people actually onboard compared to previous years. And that's due to the sophistication of the work, the retargeting, the creative and also the operators (San Manuel’s Recruitment team). What you guys have brought to the table for Recruitment is awesome in our first year.”
Kyle Anderson, VP Property Marketing, Yaamava’ Resort & Casino
