Ambition
Fish4jobs is one of the UK’s leading online recruitment boards, offering thousands of jobs across a wide range of sectors. Despite operating in a highly competitive sector and already benefiting from established social channels, Fish4jobs had an ambition to increase their social media presence. They asked us to support them in order to generate higher levels of website traffic, engagements and social followers.
Semetrical were asked to audit and support the Fish4jobs’ paid Facebook activity, to develop and implement a strategy focused on engaging passive and active job seekers. Our advertising objectives included content promotion, job advertisement promotion, page likes campaigns and client specific campaigns.
Content marketing is all about the long game & Semetrical understand this completely. Link acquisition projects they have created for Fish4jobs continue to drive traffic & diversify our link sources. By mashing up publicly-available sources they have turned complex data into compelling stories. They have intelligently designed these content pieces, enabling us to approach influencers.
Strategy
Our strategy was to target both passive and active job seekers on Facebook with interesting & informative career advice content from Fish4jobs.
Our experienced paid social media team built and managed a variety of ad campaigns for Fish4jobs – career advice content promotion, targeted job advertisements and client specific ad campaigns. Our strategy was to target both passive and active job seekers through a range of tactics – targeting career advice content towards passive job seeker personas, and specific job role advertisements at active job seekers.
We chose to use a variety of ad campaign objectives – page post engagement, website clicks, conversions and page likes to generate the best results.
The social media team quickly discovered that the best performing content in terms of clicks and engagements were based around ‘popular culture’ and fun job quizzes. This type of content interests both passive and active job seekers, resonating well with Fish4jobs’ main demographic of 18-34 year olds.
Achievements
There was a set budget of £16k for the 12 month period of 2016 to be spent on Facebook advertising. The budget was split between promotion of content, job roles and page likes campaigns.
- 2.7 million Facebook users reached
- 7.2 million impressions
- 11.5k Facebook page likes
- 41% increase in Facebook page likes YOY
- 234k website clicks from paid advertising
- 185k paid post engagements
- £0.10p cost per click
- £0.09p cost per engagement
2.7mFacebook users reached
7.2mSocial impression
234kWebsite clicks from paid
These projects have gained us dozens of links across high-authority sources, who would otherwise have no reason to reference our website. The success of these content pieces have caused us to commission many more similar projects over the coming year.
