Online Advertising Solution to Increase Applicants

Objective

Alexander Mann Solutions (AMS) provide a vendor managed resourcing solution to Capgemini – a partnership that sees them place over 2,000 candidates annually across all parts of the business. Keen to introduce more direct hiring and reduce reliance on third party agencies, AMS appointed Enhance Media to plan online recruitment campaigns on Capgemini’s behalf

Methodology

We performed an informal audit of all available online recruitment channels; we also analysed the NORAS data as well as the sites’ own user surveys. From this research we were able to identify the best channels which formed the basis of our media strategy.

Working to a strict budget, we then planned and negotiated a three month trial advertising campaign that included job boards, search engines and IT news websites. Our commitment to refund all the media commission and all discounts (and charge only for our time) meant that we could make Capgemini’s budget go further.

Once the plan was approved by the client, we arranged the campaign, and were able to project manage any required design work, uploading directly to each site the required advertising elements.

Results

The data from our monthly reports allowed AMS to demonstrate the results across the business and achieve a real buy-in from all stakeholders. The data speaks for itself, in the three months from November 2005 Enhance Media achieved 13,206 click thrus or applications to the destination URL.

The amount of applicants going through to second interviews (63%) and then to offer stage (40%) increased within one month.

Further than that, we were able to reduce the overall media spend by 40% (£18,000) by refunding the discounts and commissions, and charging only for the time it takes us to do the work.

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