HTSS Inc. is a local, woman-owned staffing service proudly serving the Lehigh Valley in Pennsylvania. With round the clock service, they supply top-level talent and provide creative HR solutions to employers throughout the Lehigh Valley.
While they had plenty of job orders, a 4.2 percent unemployment rate created massive candidate shortages. And although this staffing firm had a robust recruiting campaign, they wanted to find more effective ways to:
advertise available assignments where light industrial candidates would see them online;
reduce application abandonment rates on mobile; and
generate more completed applications from qualified candidates.
Our client used a variety of marketing tactics (e.g., job fairs, on-screen advertising at movie theaters, posting jobs on their job board, and even LinkedIn) to connect with qualified candidates, but found their effectiveness diminished as job seekers increasingly relied on mobile devices to search for opportunities.
The Solution
Since HTSS Inc. specializes in warehouse and light industrial staffing, we created a multi-faceted, targeted social recruiting campaign that better aligns with the places and ways their target candidates search for job opportunities.
The following is an overview of the improvements we made.
Post Jobs Where Candidates See Them
HTSS Inc.’s goal was straightforward: Generating more completed applications from qualified candidates. So, we began with tactics to put their jobs in front of the right candidates in places they already spent time online:
We posted jobs from the client’s job board on Facebook Jobs twice each week. While HTSS Inc. had been posting on LinkedIn, our data indicated that Facebook would be a more appropriate platform to connect with their ideal candidates.
To help those jobs stand out, we added interesting visuals, made their postings fun to read, and INCLUDED PAYRATES (which is incredibly important these days!).
Boost Targeted Jobs to Increase Reach
Using Facebook Advertising’s robust tools, we created a paid advertising and re-recruiting campaign to ensure their jobs were being displayed in their target audience’s feed. We boosted posts to:
people in their ATS who had expressed in interest in other jobs HTSS Inc. posted;
people in HTSS Inc.’s mailing list (individuals who had conversations with HTSS Inc.’s recruiters but hadn’t applied to a job recently/ever); and
other Facebook users with certain demographic/geographic characteristics. Using specific location and demographic filters as parameters, we were able to serve jobs available in the Lehigh Valley to people who would most likely be interested in them.
Automate Processes to Drive More Applications
Individuals who apply to a Facebook Job are directed to Facebook Messenger. To increase the likelihood potential candidates would apply to more than one job, we set up an autoresponder that
thanked applicants for their submission as soon as HTSS Inc. received their application; and
prompted those individuals to view other opportunities on HTSS Inc.’s job board (by simply clicking on a link embedded in the message).
The Results
Dit it work?
You bet! Here are a few of the measurable results they achieved:
60% Increase in Job Applications from Facebook (using a mobile device).
Using Advanced Sequence Segments in Google Analytics, we were able to track each job board visitor’s “path” on a mobile mevice in the following steps. This is a path that someone took in one session (i.e., they started from step 1: visiting Facebook, proceeded to step 2: viewing an HTSS Inc. job listing on Facebook Jobs, and made it to step 3: completing a job application, without leaving the website).
During the 4 months prior to this initiative (March – June):
While the stats above show the number of sessions that followed the sequence we were striving to achieve, we also tracked overall pageviews on the website initially beginning from Facebook.
During the 4 months prior to this initiative (March – June):
1,614 pageviews
During the first 4 months of this new initiative (July – October):
2,490 pageviews
In our client’s words:
“We have been working with the Haley Marketing team for a couple years now and have seen a major increase in our Social Media platform due to their Blogging and Social Pro programs that we are a part of. Brad Bialy has done an outstanding job working with our team at HTSS to customize programs that will be most effective for us. We have been told by many customers that they found our company because how it came up on Google. This wouldn’t have happened without Haley being involved. The Social Pro program/Blogging program and Reputation Management services have taken our company to the next level. Thanks Haley Team, appreciate your expertise in the area of social media.”
