Campaigns:
Online Recruiting
Online Recruiting Strategy & Campaigning
In 2022, MS-IL had an ineffective job posting process, no Indeed paid job ad or posting strategy, or [branded] guidelines for building optimized job descriptions. Under my direction, our team developed standard operating procedures for job posting, a paid job ad posting strategy, and branded templates for building optimized job descriptions.
Additionally, I discovered a software integration, Data Frenzy, that would:
Act as a bridge between Indeed and the HRIS software, capturing and parsing all resumes upon application
Simplify the job application process, improving candidate experience
Host open job opportunities on ms-il.com via a new job board, jobs.ms-il.com, enhancing experience & behavior tracking
Standard Operating Procedures for Job Posting:
Established a single line of communication for continuity & organization purposes
Developed a standard form for submitting job post requests using Microsoft Forms
Allowed team members to attach job order form, turning a two-step process to one
Collected more outcomes for ROI analysis
I created an internal Marketing Resources page on Sharepoint to post this job aid and others.
Job order form
Paid Job Ad Posting Strategy
When I started in 2022, MS-IL's Indeed monthly paid ad budget was set, with all jobs competing against one another in one bucket.
The problem: Imbalanced competition & ROI
Indeed's algorithm is designed to promote the jobs which have the most optimal average cost per apply, CPA.
Our smaller talent networks were competing against the larger Indy market for monthly budget spend, seeing limited results and a high average CPA as Indeed pushed Indy jobs to the top of search.
The solution: Indeed campaigns
I partnered with our Indeed rep to describe the problem.
Discovered a solution in performance and location-based campaigning.
I analyzed performance and average spend over 9 locations in a 6-month period to determine a proper test allocation.
Packaged and proposed solution to executive team.
Integrated MS-IL's first paid job ad campaigns in Q1 2023.
RESULTS as of Q2 2023
By June 2023, I had Improved average CPA to $1.27 vs $1.98 average CPA for 2022.
Greensburg & Lafayette, IN, branches and the Hebron, KY, branches saw a nearly 50% increase in the number of applies.
Greensburg, IN, performance climbed through Q2, matching or outperforming its best year in 2022.
Job Description Templates
Over 6-9 months, I was able to gauge effectiveness for job descriptions. I rewrote and published nearly 40 templates for brand continuity, including custom signature verbiage, & optimizing each with keywords and phrasing for ATS. See samples.
RIGHT: Job description templates housed on the Marketing Resources page on Sharepoint
Integrating Data Frenzy
Additionally, I discovered a software integration, Data Frenzy, that would:
Act as a bridge between Indeed and the HRIS software, capturing and parsing all resumes upon application
Simplify the job application process, improving candidate experience
Host open job opportunities on ms-il.com via a new job board, jobs.ms-il.com, enhancing experience & behavior tracking
Website's new job board hosted on jobs.ms-il.com & easy quick apply option, left.
RESULTS as of Q2 2023
These are the results of Data Frenzy live test 1, which took place over 7-9 days in mid June 2023:
The campaign incorporating Data Frenzy, INDHP - $1,800, as compared to its competitor, INDHP $2,100, yielded about 1,600 more applies in half the time [7-9 days vs 14-18 days].
Data Frenzy campaign INDHP - $1,800 had more applies than apply starts, the first instance this had beed observed, suggesting more people completed applications to submission.
The average cost per apply was nearly 300% better overall at .50 cents per apply vs its competitor at $1.83.
100% of applicant resumes were automatically parsed in the HRIS system with Data Frenzy, as opposed to zero.
**Data Frenzy's live test 2 was set to launch on July 5 with an expectation of full integration and swap to new processes by week's end.**
