Background

Amazon’s Represent the Future summit, a hybrid in-person and virtual career-enrichment event open to both Amazon employees and others in the L.A. and D.C. communities, took place from October 14-15, 2022. PACO was tasked with building awareness and driving engagement and event registration among Black, Latino, and Indigenous communities.

Challenge

PACO’s strategy had to not only successfully target historically marginalized communities in the tech space (Black, Latino, and Indigenous people), but do so in a way that would maximize immediate impact – there was less than a month between the initial social post and the event.

Insight

Job seekers find the process extremely stressful and intimidating – and are heavily reliant on social media not only to search for jobs, with 86% actively doing so, but to discuss and vent about the process as well.

Solution

While the overall ”career” conversation on social is vast, the “job hunt” and “job seek” conversations are orders of magnitude smaller – allowing for tighter targeting. With these digital habits of job seekers in mind, PACO developed a social media strategy including organic, paid, and influencer content. We used both digital and geographical tools to ensure posts reached our target audiences. Due to the limited timeframe, we increased the emphasis on posts driving awareness and attendance vs. those driving engagement Finally, we continued posts following the event to further drive engagement.