A franchise owner within Home Instead wanted to expand their existing business at a controlled pace. Initially they wanted to attract new care clients and if this proved successful, they required support for recruitment campaigns for care staff.
Care Clients
Situational analysis was conducted across competitors, their existing assets, and their target audience & demographics.
Campaigns were developed across Google, Bing, Instagram & Facebook.
Care Staff
The need soon arose to attract care staff at a very significant volume. Existing internal attempts across job boards and social media were not yielding the volume of candidates required.
Following situational analysis in regards to recruitment – Campaigns were developed across Google, Bing, Facebook & Instagram.
Further – it was identified that the existing landing page was yielding a disturbingly low conversion rate. As a result of this, a new landing page was developed to screen candidates & to make the application process smoother.
Applicant Tracking System
Success with the recruitment campaigns meant that a system of managing candidates was necessary to support the internal HR teams who were collecting applications from various sources & manually managing these.
A solution was developed which integrated all points of application automatically into an applicant tracking system.
Project
Attract Care Clients & Care Staff through Digital Marketing
Client
Home Instead
What I Did
Landing page development, multiple campaigns across Google, Bing & Social Media
Care Clients: 200% increase in applications. Cost Per Application <£20
Through the development of a blend of campaigns across search, display & social, Home Instead were able to attract enquiries & applications at a cost per lead that was less than 50% of the objective. With an understanding of the conversion rate from lead to signing up – an objective of £50 per lead was developed.
Consistently, from month to month, Home Instead attracted leads at a cost of under £20.
Care Staff: > 1000% increase in conversion rate
The campaigns across Google, Bing & Social Media were a great success. The cost per applicants across the new digital channels were able to attract applicants at a lower cost than their existing efforts across job boards.
Through further optimisation & campaign management the cost per applicants has been lowered even further.
The new landing page transformed the conversion rate from 0.7% to 8.5% – resulting in over a 1000% increase in the conversion rate.
