Robyn Michaud
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Michelin
Project type
Recruitment Marketing
Date
2026
Role
Copywriting, Performance Analysis, Client Liaison
Project Overview
Built and launched a recruitment marketing campaign to help Michelin attract qualified talent for their hard-to-fill skilled trades positions in Waterville, Nova Scotia. The campaign ran for 6 weeks on Meta, TikTok, and Google.
Problem
Michelin had very strong global brand recognition but struggled to attract qualified skilled trades candidates to their rural Nova Scotia site.
Deliverables
• Custom landing page highlighting Michelin's employer brand and benefits.
• Direct, benefit-focused copy written to appeal to trades talent.
• Static, carousel, and video ad formats to minimize ad fatigue.
• Bi-weekly campaign performance reports with recommended optimizations.
Results
Michelin received 153 applicants, 13 of whom were qualified and were extended interviews. 2 hires were made in a historically hard-to-fill location.
“When I came back from vacation, there were a lot of candidates in my Waterville queue. I was super pleased, especially since the candidates were far better than what we’ve been seeing through our career website."
– Ethel Baillie, Technical Wage Recruiter, Michelin North America
