In this brand awareness case study, we’ll showcase how META ads campaigns can be optimised for greater ROI. Here’s how we delivered better efficiency for a client in workforce solutions management, hiring, and human resources.

Outlook voor klanten

Our client is a European firm that operates in workforce solutions that help employers find the right candidates for work. Operating since 2008, the company is highly renowned within the Baltic markets. Their main operations include aiding in staffing, workforce planning, workforce delivery, and workforce operations, combining local market knowledge with cross-border capability. The company also provides local support in Finland, Estonia, Latvia, Lithuania, Romania, and Ukraine.

They are a major player in Western and Eastern Europe, covering labour acquisition for many major firms in these regions, along with cross-border delivery and operational support. In simpler terms, they provide benefits to various employers by outsourcing their candidate search and providing end-to-end hiring solutions.

The company primarily operated in technical industries like engineering, warehousing, and metalworking, etc. This meant that the pool of candidates was very specific and highly educated, shrinking its size. It also focused on regions in Europe that are often less international, meaning that our work would involve multilingual ad copy and design. To this end, we employed Lithuanian, Estonian, and English writing, employing both in-house editors and outside resources.

Our work for the company involved various digital marketing services (most prominently in brand awareness). In this particular instance, we were running a reach campaign that would help put their name out there and allow for better brand outreach. We also tested various new methods of marketing outreach that coincided with their needs, including testing the efficacy of their AI marketing systems.

Implementing Brand Awareness

By its nature, the brand awareness campaign was going to be B2C rather than B2B, looking for prospective employees. The company was looking to build a name for itself among this demographic and needed to get its name out there as a trusted source. After going over the company’s desired goals, we concluded that the best course of action would be visual social media. We created images and ad copy from scratch, focusing on building brand name recognition within the posts.

Our focus utilised more information about the company’s successes, who they serve, and various work benefits. Chief among these were the emphases on competitive salaries and assistance with worker relocation. The campaign was also divided among different geographical areas within Eastern Europe, allowing for wider audience impressions. Similarly, the posts would have multiple variations that allowed for A/B testing and variance in tone.

One of the challenges with the particular job market the company operated in was the size of the labour market in the Baltics. This narrowed the number of candidates we could reach since the profile was much more specific. They needed to be people with very specific skills, degrees, and employment status.

Resultaten

Although they had already set up some campaigns, we came in and had to make adjustments. The company was using some AI tools for META ads and was paying out 88 Euros per candidate (per lead) when we took over. We saw room for improvement, so we tried a boost flight for the same positions with manual setup, and lowered lead conversions to 4.70 EUR in 2 weeks via META. This was in conjunction with a 14% conversion rate for job interviews.

Considering the industry, this was a good (yet delayed) indicator, since the hiring process takes 28 days on average. A positive result appearing within 2 weeks was a promising prospect, and one that delivered quickly. It showed that the AI-generated outputs were missing some crucial context that the new copy and design were better at addressing. The new content was more comprehensive about what benefits the company provides and why they can walk the walk.

We also learned that AI is not covering all the bases needed for this task. The automated system was bleeding the company unnecessary money, and marketing needs better user understanding, a feel for the market, and empathetic content. This also extends to proper data tracking, reporting, dashboarding, and strategy.

The next steps were optimising scalability, bottom funnel development with better audience samples, improving the marketing mix, and adjusting funnel distribution strategy, including on Google Ads. Overall, spending was over 20 times lower than when we started. This efficiency in spending, coupled with the improvement in client outreach, led to a successful campaign.

If you’re looking to improve your brand awareness (or any other area of digital marketing), why not skim through our marketingdiensten page? We provide end-to-end marketing solutions for all your business’ problems.