Performance marketing for HR purposes
In today’s recruitment landscape, businesses face recurring challenges: time constraints, inefficient processes, and a shortage of qualified candidates. One of the hardest-hit departments is recruitment itself. With the current talent shortage, recruiters are tasked with filling roles in a market marked by over-demand and under-supply, all while managing expectations with limited influence over key incentives like salary and work-life balance.
The business issue? Without people, growth goals are under threat. Recruitment teams find themselves fishing in a nearly empty talent pool, struggling not only to catch candidates but also to offer competitive packages. And while many companies lean heavily on employer branding videos, those alone aren’t enough to attract high-demand profiles who aren’t actively job hunting.
The Solution: A recruitment strategy with precision and collective brainpower called ‘Us’.
This project is a prime example of how the Us way of working delivers. Over the past few months, our team dedicated 1.5 days per week to developing a targeted recruitment strategy for a company seeking highly skilled technicians—a critical and scarce profile. These technicians, with at least five years of experience, filled more than four out of ten high-demand roles in the industry.
At the core of the project was a senior T-shaped marketer, leading the strategy. Backed by a team of experts at her fingertips, she could rely on both the deep expertise of our specialists and invaluable insights from the business side. This combination of collective brainpower—strategic leadership, expert input, and business collaboration—was key to achieving remarkable results.
We took a systematic, multi-pronged approach:
- Omnichannel Audit: We conducted a comprehensive audit across all recruitment channels, from job boards to social media, ensuring that any media spend was optimized to lower the cost per lead.
- Media Budget Optimization: Starting from the desired outcomes, we calculated the required investment and continuously fine-tuned our media spend, ensuring maximum ROI. No budget was wasted on content that didn’t directly contribute to hires.
- Tailored Communication: We crafted messaging that resonated with technicians, speaking directly to their everyday experiences. In fact, the content we created was inspired by their own lunchtime conversations. By tapping into their authentic concerns and interests, we activated and captured the interest of passive candidates through performance marketing.
Some of the results:
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10+ hires in 6 months
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A new pipeline filled with 20 qualified technicians ready for future projects
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Zero cold calling required
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Content developed based on real technician conversations, ensuring it resonated deeply with the target audience
Strategy combined with creativity and business insight, let’s go!
This success was made possible because of the collective approach—the right mix of strategy, expert execution, and business insight. With input from just two recruiters and a streamlined process, not only did we solve the immediate recruitment challenge, but we also laid the groundwork for sustained future growth, reducing recruiter workload in the process.
Do you want more candidate lead generation for your company? Want to answer your recruiters’ worries?
Book a call with our recruitment marketing experts and discover what Us can do for you.
