Employment Agency Increases In-Person Visits with Simpli.fi’s Programmatic Solutions
RECRUITING TOP TALENT
Recruiting and hiring top talent is essential for the success of any organization, especially in today’s dynamic job market. With high competition for ideal job applicants, recruitment advertisers can gain an advantage through precise targeting and granular attribution. One of the country’s largest employment agencies recently partnered with Simpli.fi and their local media agency to maximize the effectiveness of their recruitment advertising.
Their goal was to promote job openings and encourage users to visit both their website and physical locations to fill out job applications. Together, Simpli.fi and the client created a comprehensive advertising strategy, combining Simpli.fi’s addressable programmatic solutions with online behavioral targeting capabilities, to connect with the right candidates.
LOCATING IDEAL CANDIDATES
In order to reach potential candidates, the client first wanted to target users who visited competitor staffing offices. They provided a list of these locations, and then utilized Simpli.fi’s Geo-Fencing solution to build target fences around each office to capture visitors and then serve them the employment agency’s display ads. The team also built target fences around locations of interest where job seekers may be, including companies where potential applicants may be currently employed.
To narrow down the audiences further, the client leveraged Simpli.fi’s Addressable Audience Curation tool to create custom audiences in real-time based on location data and by choosing from more than 3,000 demographic variables. The client utilized Simpli.fi’s occupational variables to create audiences of ideal applicants based on the experience needed for the open roles. Targeted occupations included blue collar workers, C-suite executives or presidents of small businesses, skilled trade workers, business owners, and more. Simpli.fi’s Addressable Geo-Fencing solution then automatically matched each address to the specific boundaries of the property plat lines and built geo-fence target zones around each household.
Simpli.fi set up Conversion Zones around the client’s staffing locations to track physical conversions from users who were served an ad and then visited the client’s employment center. Simpli.fi’s transparent reporting capabilities attributed each in-person conversion back to the targeting tactic they originated from.
REACHING APPLICANTS THROUGH ONLINE BEHAVIOR
In addition to reaching users based on their physical locations, the client worked with Simpli.fi to utilize their online targeting capabilities. The client leveraged Simpli.fi’s Keyword Search Retargeting solution to connect with users who searched for or read content related to specific phrases, indicating that they were in the market for a new job. Phrases included engineering jobs near me, technician vacancies, open aviation roles, and more.
Finally, Simpli.fi implemented Site Retargeting by creating an audience of users from visitors to the client’s website, targeting them with display ads to drive revisits and track online conversions.
DRIVING JOB SEEKERS TO APPLY IN-PERSON AND ONLINE
Throughout the campaign duration, Simpli.fi made optimizations based on performance to focus primarily on addressable targeting. This allowed the client to reach more relevant audiences by specifically targeting job seekers who had experience in the open fields. Due to their work history, these individuals were more likely to be invited for an interview after applying.
Ultimately, Simpli.fi drove 90 job seekers back to the employment agency’s locations to apply to one of the open positions. Together, the visits to both the client’s website and employment agency locations led to a Cost Per Action (CPA) of $33.62 year-to-date. Additionally, the campaign saw a 0.08% Click-Through Rate (CTR). The client remains working with Simpli.fi for the remainder of the year to continue to reach ideal candidates and fill all open roles.
Are you ready to maximize your relevance and drive in-store visits with Simpli.fi’s programmatic solutions?
Get in touch at hi@simpli.fi or contact your Simpli.fi representative.
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