106 applications in the vacancy niche in 2 months: how to get

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A client approached us with a request to attract new employees, and in two months, using targeted advertising, we achieved impressive results: 106 applications from job seekers with an average cost per lead of only 400 rubles. How did we achieve this? We tell you in our new case.

Hi, I'm Anatoly Politsyn, technical director of the internet marketing agency Synapse. We create websites from scratch and help companies attract customers using SEO, contextual and targeted advertising.

Targeted advertising on VKontakte is one of the new zealand b2b leads effective tools for finding employees. Below we tell you how a competent offer helped you stand out from the competition in the recruitment sphere and what results we managed to achieve in finding new employees using VK Advertising.

Stages of launching an advertising campaign
Created a lead form
To begin with, we created a landing page - a lead form. Why did we choose a lead form? A lead form is a form for collecting contact information with customizable questions that can be promoted on social networks VKontakte and Odnoklassniki, as well as on other VK projects. Successful promotion of a lead form allows you to collect contacts of interested people, as well as conduct an initial assessment and select that part of the audience that is really interested in the goods/services of the business.

As our experience shows, the lead form always shows its effectiveness in VK Advertising, bringing applications to the client. In the form, we described the vacancy, inserted a mini-questionnaire so that people could leave their contact information, and added the ability to call if questions arise.



Collected creatives
In targeted advertising, the user first sees an ad with creative, and only then proceeds to fill out the lead form. In this regard, it is important to work out the visual component qualitatively.

Usually, advertising creatives for vacancies in our client's field do not look very attractive - dry information with salary data and requirements prevails. We created such advertisements that contained engaging text, creatives for which the client provided photos, and a "Find out" button. As a result, the advertisement looked interesting and understandable from the point of view of the target audience, because the position, benefits and salary were immediately visible.

The platform's algorithms adapted the uploaded creatives to the placement locations (news feed, ad block at the bottom of the main menu, etc.) and selected the most convertible combination of creative and platform. The ad was seen by those who were more likely to perform the target action - fill out the lead form and leave their contact information.

After we worked on the design well, we managed to attract the attention of the target audience and collect thousands of views and clicks.

We have created a competent USP
We like working with the vacancy sphere, because this niche has a very clear mechanism for launching an advertising campaign. The offer is not an offer to buy something, thereby spending money, but, on the contrary, an opportunity to earn money. Such advertising stands out in the feed, and if everything is done well, as in our case, the result for the client is guaranteed.

A special feature of promotion through targeted advertising in this niche is that vacancies without work experience are promoted much more effectively compared to vacancies where experience is required.

In the recruitment sphere, there are often strange job offers. No income specified, repulsive wordplay, incorrect context. In order to get the maximum number of leads, it was important to correctly formulate the company's USP for applicants, which we successfully accomplished.

The target audience has been identified
In our experience, advertisements with an emphasis on lack of work experience are well promoted to a wide audience, so taking into account the sphere, we have collected target audience groups using:

Floor
Age
Interests
Keys "Job Search"
Subscribers to job posting groups


Results of the advertising campaign
The client started receiving applications from the second day of the advertising campaigns. The ads ran for a little over two months and the flow of responses to vacancies was stable during this entire period. Here is how the ratio of clicks and applications in the VK advertising account looked dynamically:



Over the two months of the campaign, 106 applications were received with an allocated budget of 41,000 rubles. The average cost of a lead was 400 rubles - a very good result for the niche.





Due to the specifics of the client's niche, it was difficult to get feedback on the quality of applications. Our client was satisfied with the number of applications. An active and interested audience studies the offer, sends applications, and the client contacts them. The promotion goal has been achieved - advertising consistently brings in targeted leads.