Case Study at a Glance
Build and execute a comprehensive digital marketing strategy to increase candidate website traffic and job applications for our marine staffing client.
Our team used Digital Dominance to generate qualified applications, fill job openings faster and tap into a new pool of active job seekers.
In just one month, we increased their organic Facebook job-posting reach by 1,385 percent, generating 125 applications from five Facebook jobs – with no paid promotion!
Experts in marine and industrial staffing, Hutco has developed a reputation for providing expert craftsmen and professionals since 1986.
Despite posting jobs on Facebook, they struggled to recruit qualified candidates. While they initially approached us to boost their Facebook jobs, our team knew a smarter strategy would allow them to broaden their candidate reach, while also connecting with the highly targeted audience (namely, specialized skilled tradesmen) they needed to recruit.
We recommended our award-winning Digital Dominance program (blogging, social sharing, email marketing, paid promotion and reputation management) to increase social engagement, job board traffic and applications.
Facebook has a number of specialized groups for skilled trades professionals and job seekers, making it the perfect place to post Hutco’s openings for welders, plumbers, electricians, pipefitters and other craftsmen. We launched their program with a systematic test of five jobs, to gauge the effectiveness of organically sharing in these groups.
Even we were surprised by the dramatic results of this social experiment. In just one month, we increased their organic Facebook job-posting reach by 1,385 percent, generating 125 applications from five Facebook jobs – with no paid promotion! Here are the results of our 30-day test. Jobs were organically posted (i.e., not boosted), and then shared in relevant groups:
(For comparison, Hutco typically reached 250-400 people per posting organically with applications ranging from 5-15.)
Notable results from other aspects of Hutco’s Digital Dominance program:
From July 1, 2017 to July 9, 2018:
- Web traffic increased substantially:
- Organic search rose 32 percent
- New users increased by 30 percent; new sessions rose 20.65 percent
- Blog generated 5,220 pageviews (which is 10.3 percent of their total pageviews on their site) and consistently outperforms industry averages for opens and clicks.
In our client’s words:
“[Digital Dominance] has taken our recruiting and retention to another level. We were able to improve our social presence, increase candidate flow, and learn what our candidates liked and disliked about us. We needed new talent streams, and we found them, especially through Facebook Jobs. We consider Haley Marketing to be our partner and look forward to many years working together!”