You run last-mile delivery across three Virginia stations (Manassas, Woodbridge, and Fairfax) with 100 to 200 people on the team year-round and bigger spikes in June, July, and Q4. You've told us that the Hispanic community in Northern Virginia is the reason you reached out. You're right. That population is who we publish for.
El Tiempo Latino has been the trusted Spanish-language news source for the D.C. metro for 35 years. The DMV Latino audience is our readership. Across Manassas, Woodbridge, and Fairfax, our newsletter, social, and web audiences overlap directly with the labor pool you've been trying to reach through generic job boards.
A focused 90-day paid social campaign targeting Latino jobseekers inside your three Virginia hiring radii. Espacio, our in-house creative agency, builds the creative kit with station-specific cuts for Manassas, Woodbridge, and Fairfax. Our team runs and optimizes the media on Facebook and Instagram, geo-locked to each station's zip code radius. We report weekly. You keep running Indeed, ZipRecruiter, and job fairs in parallel.
We don't promise a cost per hire or a cost per lead. We don't have benchmark data for delivery-driver recruitment in this market yet. The pilot is how we get it. The work we commit to is the optimization itself: weekly creative refresh, audience refinement, and transparent reporting so you can see exactly what each dollar is producing.
At day 45 we hold a mid-pilot review. At day 90 you'll have a complete picture of what El Tiempo Latino can do for your hiring funnel, and a clear decision in front of you about scale.
Email and display reach the DMV broadly. Your hiring radius is tighter than that. So the pilot concentrates spend where the targeting actually works at your zip code level: paid social, geo-locked to the radii around Manassas, Woodbridge, and Fairfax.
Espacio is Tiempo Company's in-house creative agency. For this pilot, Espacio produces an end-to-end Spanish-language creative kit purpose-built for delivery-driver recruiting in Northern Virginia.
Deliverables: three short-form vertical reels (driver testimonial, day-in-the-life, pay and schedule explainer), one IG-native carousel set, station-specific creative cuts for Manassas, Woodbridge, and Fairfax, plus weekly creative refreshes through the optimization phase. Built around the questions Latino jobseekers actually ask before applying. All assets are yours to keep at the end of the pilot.
Managed campaigns on Facebook and Instagram, running dark. Ads look like your own, not co-branded with El Tiempo Latino. Three zip-code radii (one per station), Spanish-dominant audiences, age 21+, tracked into your ATS or a Tiempo-hosted apply page. Weekly optimization on audience, creative, and bid.
One long-form Spanish piece on eltiempolatino.com. Your SEO anchor for "trabajos Amazon Northern Virginia" type queries and the destination for paid social click-throughs.
Most agencies running paid social to Latinos start from zero. They rely on Meta's generic interest categories and hope. We start with 35 years of first-party audience data and a creative team that builds for this audience full-time.
First-party engagement signals from 35 years of publishing for Latinos in the DMV. We feed our own audience data into Meta's targeting layer, so the campaigns start sharper than off-the-shelf Latino interest segments.
Espacio, our in-house creative agency, produces in Spanish for the U.S. Latino market full-time. A dedicated team of writers, video producers, designers, and editors who make recruiting content that lands with the audience you're trying to hire. Original creative, not translated general-market ads.
The campaigns we run aren't impression bets. They're built for sign-ups, applications, and conversions. Weekly optimization against real funnel data, not vanity metrics.
We built custom Spanish-language creative for Latino small business owners (no translated assets), distributed across El Tiempo Latino's owned channels and paid social. The campaign delivered 4,900 program sign-ups from the Latino business community.
See the live ad on Instagram →A tight holiday brief for a Spanish-language remittance app targeting Mexican and Salvadoran households in the U.S. We optimized week over week on audience, creative, and bid. Cost per sign-up went from $86.85 in week 1 to $34.01 in week 4. 505 total sign-ups in 28 days.
See the live ad on Instagram →Weekly dashboard. Open-book reporting. Numbers you do not have on your current channels.
Discovery kickoff, content production, campaign build. First creatives live by week three. Initial paid media in market by end of month one.
Full creative kit live. Weekly refreshes. Mid-pilot review at day 45 with both teams: what's working, what we're shifting.
Final optimization push. End-of-pilot report with a clean benchmark, sourced applicant retention data, and a recommended path forward.
Even if the pilot doesn't produce the unit economics to scale, here's what's yours at the end of 90 days:
The ceiling is a paid social engine you scale across the rest of your Virginia footprint. That conversation happens after the data, not before.
If the program expands, the math improves. The Espacio content kit is front-loaded for the pilot. Each additional station reuses most of the creative with light adaptation (zip codes, route geography, station-specific language), so the cost per location drops below this pilot's price as the footprint grows.
A short kickoff call to confirm hiring targets for the next 90 days across Manassas, Woodbridge, and Fairfax, and how leads should land in your funnel. From there, Espacio content production begins inside a week.