Posted by: Rob Bitter in: Consumer Lifestyle -
As part of Orchard Supply Hardware’s expansion into the Oregon market, the team spent time last week hosting a hiring event at the Oregon Zoo. The goal was to find 160 talented Oregonians to staff Orchard’s two new stores in Portland and Tigard. Recognizing a good story, the LANE team reached out to regional broadcast and print outlets to make sure the word got out about the hiring event. This led to great coverage from each of the four Portland-area broadcast outlets (with one visiting the hiring fair twice!), along with several print placements.
The end result? Orchard had never seen higher attendance at a hiring event! Over the course of two days, the event set internal records with 900 applicants and Orchard was able to fill every single position at both stores, which is virtually unheard of.
LANE’s media relations efforts demonstrate how a well-executed public relations campaign can boost HR efforts. A successful PR campaign keeps a company’s brand in the headlines for weeks, helping it gain – and keep – the best talent.
Here’s the kicker – after NBC’s local affiliate KGW ran coverage of the hiring event, LANE helped NBC’s national producers tie the coverage to Friday’s U.S. jobs report. The resulting coverage featured Orchard Supply Hardware on both NBC Nightly News and the Today Show, twice. Nearly 15 million people were able to learn about Orchard Supply Hardware’s efforts in Portland, and 160 hardworking Portlanders got new jobs.
We’re excited we were able to share such a feel-good story with the media, and congrats to all the new hires!
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