BankYourSalary · Recruitment platform for northern relocation roles
43 relocation-ready candidates in 11 weeks, at $115 each
A national retailer with stores across Canada’s North could get applications for its remote-community roles. Finding people willing to move was the hard part: recruiters had to work through a lot of applicants to find the few who would relocate. Backpack built BankYourSalary.com from scratch: a recruitment platform that leads with the financial case for relocating, so candidates arrive already sold on the move. In its first eleven weeks of paid social, the platform delivered 43 completed candidate registrations at $115.24 each, on about $1,900 a month in ad spend, with every registration handed to the client’s recruiters the same day.
Backpack designed the platform, built it, runs the advertising and operates it as an ongoing service.
The client and the problem
The client operates retail and food service stores in remote communities across Northern Canada. The roles pay well and come with housing and food covered, but they require moving to a community most candidates have never heard of.
Conventional recruiting got applications. Job boards produce volume, and the client had plenty of it. The breakdown came after the apply: once a recruiter raised relocation, most candidates went quiet. Every conversation started with the hardest objection, and recruiters spent most of their time on applicants who would never move.
Backpack had run the client’s job-board advertising since 2022 and could see the pattern in the data. The problem was not reach. It was the order in which candidates learned about the job.
What Backpack built
BankYourSalary.com is a complete recruitment product, designed, built and operated by Backpack. The client did not supply a brief for a website; it supplied a hiring problem.
The platform. A purpose-built site at bankyoursalary.com where candidates discover northern roles through the financial case for taking them. Built from scratch rather than on a job-board template, so the whole experience is organized around the relocation decision.
The calculator. The centrepiece. A candidate enters their role and city and sees what they keep each month now, what they would keep in a northern community with housing and food covered, and the five-year difference. The numbers in every ad come straight from it, so what the ad promises is what the calculator shows.
The funnel. Calculator first, registration second. A candidate only registers after seeing their own numbers, which is why the registrations are relocation-ready rather than curious.
The ads. Meta campaigns targeted by city and role, each one a single comparison card: the role, the Vancouver take-home, the northern take-home, the five-year gap in large type, and "Free calculator. See your numbers." No stock photos of the North, no lifestyle copy. Just the arithmetic.
The operation. Backpack runs the campaigns, maintains the platform and sends every completed registration to the client’s recruiters the same day, on a per-placement fee model. The client buys hires, not impressions.
Make relocation the reason to apply
Instead of hiding the move until after the application, lead with it, and lead with the money.
Nobody had put those two numbers side by side for candidates. Once you do, relocation stops being the objection and becomes the offer. The candidate who comes through this door has already decided to move; the recruiter’s job is to confirm the fit, not to sell the geography.
The ads that did it.
One card per role: the Vancouver take-home, the northern take-home and the five-year gap.
The same card resized for feed, stories and link placements.
Results
Meta Ads Manager, 1 August to 19 October 2026, in CAD. A registration is a completed candidate profile on the platform, tracked by the Meta pixel.
| Metric | Aug 1 to Oct 19, 2026 |
|---|---|
| Ad spend | $4,955.52 (about $1,900 a month) |
| Completed registrations | 43 |
| Cost per registration | $115.24 |
| Registrations per week | about 4 |
| People reached | 37,814 |
| Impressions | 122,386 |
| Link clicks | 1,948 |
| Click-through rate | 1.59% |
| Cost per click | $2.54 |
For context, a recruitment agency fee on a relocation hire typically runs 15 to 25 percent of first-year salary, several thousand dollars per hire before anyone has moved. Here the client pays about $115 to put a candidate in front of its recruiters who has already seen the numbers and chosen to apply, and a placement fee only when someone is hired.
The campaign has never reached the volume where Meta’s learning phase fully settles, and performance has still improved month over month as the audience data accumulates. Expansion from Toronto to Vancouver, Calgary and Edmonton began in October 2026.
Why it worked
The client’s problem was never a shortage of applicants. It was that every applicant learned the hard part last. BankYourSalary reverses the order: the move and the money come first, the application comes second, and only the people for whom the arithmetic works ever reach a recruiter.
It also changes what the client is paying for. Job boards charge for applications, most of which go nowhere. BankYourSalary charges for placements, so Backpack’s incentive and the client’s are the same: hires, not traffic.
The same model fits any employer whose roles come with a relocation, a remote posting or a compensation structure that looks ordinary on a job board and exceptional once you do the math:
Hiring for roles people have to move for?
Backpack will show you what your candidates would keep.
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