Atlantic Energy approached us to take their recruitment system to the nextlevel, as well as increase their online presence through search engineoptimisation & Google search all within a Lead Generation Campaign.
Atlantic Energy was facing a problem with their recruitment process. We noticed that it was very inefficient, so our primary goal was to improve it and increase the new employee acquisition rate, while simultaneously reducing the cost needed per acquisition.
Before we started, there were some questions we had to ask ourselves to solve the problem. How do we get the right people to apply to work with Atlantic Energy? Who are the right people? And what kind of people are Atlantic Energy looking for?
We decided to create a campaign that would target both inexperienced and experienced potential applicants.
Potential applications were targeted with text that would appeal to different user segments. Experienced people would see messaging urging them to become the face of a better world, while inexperienced applicants would be urged to build the career they’ve always wanted.
Two variations of the same landing page were deployed for our user segments. Inexperienced applicants would see a drastically simplified application form that could be submitted in a matter of seconds.
The campaign was continuously monitored and optimised after launch. Changes to both the mobile layout and form structure were made in order to bring our efforts in line with the user behavior observed.
Highest Performing Keywords
One of the first thing we noticed was that people were in fact extremely interested in finding jobs near them. This meant that the campaigns and landing pages were continuously optimised to cater to these keywords and encourage applications due to proximity
Highest Search Rate United States
While we started the campaign in a single state, we soon began rolling it out in additional areas. When a statically significant volume of conversion was reached, the campaign was refocused to areas in which we observed the highest number of conversion.
Highest Performing Device
All throughout the campaign we noticed that the mobile devices were the ones that consistently had the best performance. This meant that after a while we were focusing on pushing the campaign exclusively through mobile.