Turning initial interest into applications
Multiple roles in a new Digital, Data and Tech team
The Royal Borough is one of the smallest in the country. It’s also one of the most densely populated and diverse. Everyone working there is focused on delivering the best service for their residents, businesses and communities. Nowhere more so than in their Digital, Data & Technology Service, where the organisation has big ambitions to transform how they deliver truly life-changing services.
Working with Osborne Thomas, the Borough’s recruitment partner, we devised a geo-targeted media attraction plan incorporating traditional sector/vertical job boards plus a series of messages delivered via mpu banners across relevant news and job pages on the Guardian. Crucially, both channels used tools that attempted to identify and engage with a passive audience; an approach we supported with a two month long social media and Google paid-for advertising campaign.
Given the volume of roles – as an entirely brand-new DD&T team was being created, involving the recruitment of more than 30+ IT professionals at all different levels of seniority and specialisms – there would be four different recruitment tranches rolled out over four months, it was important to drive traffic to a single source of information where with minimum effort, visitors could find details on the roles, the rewards and benefits on offer, as well as an introduction to the wider goals and aims of the new team.
The solution was a dedicated campaign microsite www.rbkcdigitaltransformation.co.uk
The IT marketplace has always been a difficult one to attract talent, and after the affects of the pandemic and the Great Resignation, that situation has not got any easier. That said, we used multiple brand messages across our advertising collateral to keep the approach fresh, all of which was A-B tested throughout so that we could concentrate more resources on those banners that had the most resonance with the target audience(s). Our social platform also used AI to learn over the duration of the campaign which platforms and online behaviours of their users were likely to result in more click throughs to the destination microsite.
As a result, the first three tranches of jobs generated a response rate of more than 2,000 application clicks across the different media channels, with a significantly higher CTR than the industry benchmark. The fourth tranche is currently live, and to date over 20 of the positions have been filled which in a difficult sector has been a great return.