A precision-led, cost-efficient recruitment campaign.

Challenge

Natural Resources Wales (NRW) sought to recruit a diverse range of specialist roles within its Infrastructure Programme, covering sectors such as Energy, Nuclear, Marine, Landscape, Ecology, Biodiversity, Planning, and Finance. The objective was to engage both active and passive candidates with the right expertise across Wales and selected English cities. The campaign needed to ensure relevance, inclusivity, and strong visibility across multiple channels to attract high-quality applicants.

Solution

Golley Slater delivered a curated, media-led recruitment strategy designed to attract high-quality candidates at scale.

Key elements included:

• Programmatic Display using contextual AI and geo-targeting, including a Welsh-language segment to ensure cultural and linguistic relevance.

• LinkedIn Advertising with tailored creative and audience targeting focused on Energy and Nuclear professionals.

• Recruitment Media placements across specialist and generalist job boards, dynamically matched to each role via automated job distribution technology.

• A full-funnel media strategy supporting every stage of the candidate journey – from awareness to application – ensured no media spend was wasted.

Campaigns were continuously optimised by media experts, ensuring maximum performance and low cost per hire.

Results

The campaign delivered strong performance across all channels:

• 2,006 clicks to the campaign landing page (+59.5% vs. target).

• 1.27M impressions (+7.6% vs. target).

• 865 apply clicks to direct vacancy landing pages via job boards.

• 254 total applications, with 227 for advertised roles.

• 54% reduction in cost per vacancy compared to NRW’s benchmark.

• £136.56 average cost per application.