The challenge: Scope an alternative approach to high reach/high cost media with a diminishing return for Jobsite
Recruitment is a sector that traditionally relies on high-reach media. High-reach means high cost, leading to a situation in which staying ahead of your competitors simply means spending more than them. But with diminishing return, Jobsite needed a new strategy.
- Our strategy no longer focused on big (but impersonal) reach, but instead on building relevance for active jobseekers and ‘passive’ jobseekers. We created content that was of real practical use to jobseekers, from guides to writing the perfect CV and advice on interview preparation to profiles on the employment opportunities across the world.
- We curated wider news and views on employment to make Jobsite the go-to hub for everything about the world of work.
- We used social channels to join this content up into cohesive ‘campaigns’, based around providing a response to a recent trend.
- We launched The Advantage via YouTube, Facebook and Twitter, a video-led campaign that brought Jobsite’s brand proposition of ‘Real jobs for real people’ to the fore. By affectionately pastiching The Apprentice to highlight the fact that the popular TV show is not the way people actually get jobs, this video-led campaign brought Jobsite’s brand proposition (‘Real jobs for real people’) to the fore of social conversation.
- The ‘ultimate job interview package’ that competition entrants could win allowed Jobsite to capture data, thus providing an eager audience for subsequent campaigns.
- The Advantage received 8.7 million impressions on Twitter and 88,000 visits to its custom-built site and 11,000 competition entries
- One tweet reacting to trends received 12,500 retweets in a single day
- The campaign won the Best Use of Social Media B2B at the Shorty Awards, and Best Use of Video Content and Grand Prix gongs at the International Content Marketing Awards