View and download our Recruitment Campaign case study at the bottom of the page.
Financial Services Partnership for Recruitment
KeyMedia Solutions partnered with a regional financial services firm to enhance their employee recruitment strategy, focusing on boosting online applications. Initially, the firm relied on local ad agencies and internal marketing for digital promotions.
The primary goal was to increase the number of qualified applications through the company’s website, especially from small and rural communities where recruitment had been challenging due to limited applicant volume.
Online Recruitment Strategy
Precision targeting became crucial to optimize marketing effectiveness. KeyMedia Solutions conducted a thorough analysis of current applicant demographics to assess campaign success:
- Was the digital recruitment campaign driving desired application and hiring outcomes?
- Was it effectively reaching potential candidates in small and rural communities?
- Was the marketing spend yielding good ROI by proportionately targeting communities based on application trends?
- Did campaign metrics align with applicant data patterns?
Upon deeper analysis, it was discovered that the digital campaign significantly boosted applications from small communities. Applications from areas with populations under 20,000 nearly doubled, while maintaining a steady 13% hiring rate, indicating a broadened pool of qualified candidates across more communities.
Outcomes
Campaign outcomes showed notable improvements in click-through rates (CTR) for Programmatic Display and Google Paid Search components, particularly in smaller communities. In Paid Search, areas with populations under 20,000 saw the strongest CTR and accounted for 54% of conversions while utilizing only 48% of the budget, highlighting strong ROI in less densely populated regions.
For Programmatic Display, metropolitan areas contributed 63% of conversions but only utilized 53% of the budget, indicating efficient spending allocation across different community types.
Key shifts in applicant data since KeyMedia Solutions took over the campaign included:
- A significant increase in total applications and hired applicants.
- A 76% rise in applications and 94 more hires from small towns.
- Increase in applicants from communities with populations under 20,000 from 29% to 47%.
Overall, the partnership with KeyMedia Solutions resulted in substantial improvements in both applicant numbers and hiring outcomes.
Understanding the impact of advertising investments on desired outcomes empowers better decision-making regarding budget allocation for optimal returns.
Contact KeyMedia Solutions today to explore how to achieve better outcomes within your existing marketing budget.