Quadcode is an international IT company. Its flagship product is a trading platform used by over 80 million users in 150+ countries.
The client approached us with the task of finding employees for its fintech project. This case study will explain how we utilized targeted advertising to search for IT specialists.
The goal of every advertising campaign is to attract qualified responses at a specific cost.
To monitor the quality of responses and make adjustments to the company's progress, we collaborated with our HR specialists. Together, we developed a lead classification system, which identified common reasons for rejecting specialists. These included unfit salary expectations, lack of experience, or experience in unrelated areas.
The classification system helped us refine our offers and reallocate the budget for optimal creativity and audience targeting.
During the optimization process, we observed that optimizing for conversions to a wide audience yielded positive results. However, feedback from the Quadcode HR team highlighted that leads from such campaigns often fell into the "short work experience" category. Promptly, we abandoned this optimization strategy and focused on alternative approaches.
The classification sheet:
Creatives play a vital role in attracting responses. An offer should be immediately readable, attention-grabbing, and aligned with the company's values. In other words, it should be concise.
During the testing phase, we conducted focus groups with the target audience, specifically developers, to understand the most effective types of creatives. The results indicated that concise banners with essential information about the technology stack and working conditions worked best. Unusual presentations and complex associations were to be avoided.
Consequently, we identified the key parameters needed in the creatives:
The most suitable format for these creatives was a carousel of three pictures, which resulted in leads at the lowest cost.
Let's examine one campaign as an example.
We aimed to find job seekers for three positions:
This is how we segmented the target audience:
Traffic was directed to a website with an HR offer or to a lead form. In both cases, we requested the respondents' contact information and CVs.
Through testing, we discovered that applications on the website were expensive and not targeted. Conversion rates were only half of what was expected. Therefore, we fully switched to Facebook lead forms, which yielded much better results, achieving a cost of 30% below the media plan.
The lead grading system we previously developed enabled us to evaluate the quality of responses. We regularly received feedback from HR specialists, allowing us to monitor the quality leads generated from specific creatives and target audiences, along with their associated costs.
The advertising campaign spanned 38 days, starting in December, which is typically a challenging time for hiring due to people's reduced willingness to change jobs, given the upcoming New Year's deadlines and desire for annual bonuses.
However, our flexible approach to campaigning enabled us to achieve results and meet our response KPIs.
In total, we received 64 leads, with 58 of them originating from the lead forms.
Throughout the year, together with the client, we experimented with different platforms, creatives, and strategies.
Several factors contributed to our success:
Our search for job candidates now has a broader geographical reach, but the fundamental principles and approaches remain the same. It is crucial to convey critical messages concisely and work closely with HR specialists to enhance our results.