Pay-Per-Click Campaign Produces Candidates

Objective

Having successfully integrated a candidate management system to their website and recruitment process, PSA Peugeot Citroën wanted to expose their job content to large audiences. They also required a steady stream of applicant traffic that would register their CVs and subsequently build up a database of future potential applicants.

Methodology

Enhance Media were aware that although the job boards would deliver a steady stream of applicants, it would do so at high cost. NORAS shows us that 45% of jobseekers arrive at job boards directly from a search engine; a more valid and cheaper alternative therefore, would be to implement search engine marketing campaigns.

Enhance Media held an initial brainstorming session to identify PSA’s key role requirements. Following this session, we expanded the list of jobs to reflect the ways in which candidates search and to ensure we had the most common variations on every keyword and phrase. The next stage was to write copy for each keyword; once approved, we managed the submission process entirely, and set a daily allowance to ensure spend was in line with the budget.

Results

PSA Peugeot Citroën continues to receive large numbers of candidates from the keyword campaigns, making this a core element to their ongoing recruitment marketing. For a media cost of £1,200, they regularly receive over 3,000 click thrus every month. Enhance Media provide a monthly management report analysing the campaign; the following is taken from the executive summary:

An average month's key word sponsorship activity resulted in 3,044 click thrus to the PSA Careers site at a total cost of £1,166.94. The average cost per click thru was £0.38. The total click thru rate was 2.7%.

Client Quotes