A Digital Recruitment Program in one of Canada’s Most Niche Industries


Due to the sustained growth resulting from a significant number of new contracts, AAA Canada, which provides the aerospace and transportation industries with on-site industrialization and manufacturing outsourcing services, needed to hire a significant volume of skilled workers for its aerospace division within a three-month period. The ask was to generate quality applications to meet short-term recruitment needs and to increase awareness of AAA Canada's employer brand in the Montreal and Toronto markets.


Through digital paid media, we generated qualified traffic (leads) to landing pages where visitors could be converted into potential candidates. The proposed tactics included search engine marketing (SEM), programmatic, hyper-local geo-targeting and social media. The campaign also included video development and radio spots.


Following extensive web analytics implementation and constant campaign optimization, we were able to increase overall web sessions substantially and exceed the recruitment objectives by over 25 per cent.

“Edelman’s flexibility was crucial for us. Given their understanding of our business and effective lead generation tactics, we were able to turn around an impressively robust list of specialized applicants in a quick timeframe. We benefited from Edelman’s ability to develop and optimize a channel strategy to meet our specific business requirements. Edelman is a strong partner, and key to our growth moving forward.”

- Benoit Hudon, President & Chief Operating Officer, AAA Canada & AAA Mexico