Targeting suitable, active job seekers and encouraging online applications
Recruitment Advertising Campaign
Challenge
With accolades such as ‘University of the Year’ in The Times and features in The Sunday Times ‘Good University Guides’, Aberystwyth University, is more than just a stunning seaside location university. The course range includes Art, Business Management, Marketing, Law, Psychology, and Science.
Due to the transformation and expansion of their Global Marketing and Student Recruitment department, there were several roles that needed to be advertised externally. These roles covered geographical locations across Wales, London, Bath, and Bristol.
Our campaign objective was to target relevant job seekers and encourage applications via the university website.
Solution
Using both digital and recruitment advertising, we effectively targeted active and suitable job seekers for each role, directing them to a specific landing page that encouraged applications.
Ads were served across LinkedIn and Online Display using programmatic buying methods.
Contextually relevant, LinkedIn is widely used as a professional and recruitment platform. Therefore, we created Sponsored Content Ads for each job role, targeting users with relevant job titles to reach appropriate candidates.
Online display was run via our in-house Programmatic Trading Desk. Through the use of targeted data segments, we ensured ads appeared in both contextually relevant and high-quality websites, ensuring engagement and ultimately driving more traffic to the campaign landing page.
Recruitment advertising was used tactically to target individual roles, using industry recognised recruitment platforms with a combination of online and print.
Results
The paid media campaign delivered 929,297 impressions, and a total of 1,107 link clicks.
Click through rates across both platforms met their network average benchmarks perfectly, indicating the adverts themselves were resonating with the target audience.
LinkedIn received the most clicks across our digital platforms, with the Head of Marketing, Design and Brand Management role generally receiving the greatest engagement across all job roles.
The job listings across the Recruitment Advertising element of the campaign received a total of 306 clicks across all jobs. Guardian jobs and Jobs.ac.uk performed very well, with ratio of views to clicks looking promising.
The university received 93 applications for a range of positions at varying levels and were able to successfully recruit four key positions, with a further four at the shortlist stages of the process.