That Little Agency were engaged by Aesica Pharmaceuticals a division of the Consort Medical Group to help them reach, engage and encourage applications from Analytical Scientists at all levels to their Queenborough site. The resulting campaign was a combination of a micro-site, advertising and real-time campaign management.
Having traditionally recruited for these roles through recruitment consultants, Aesica asked us to support them in building a direct attraction campaign aimed at Analytical Scientists. We recommended an advertising campaign that combined job boards, search and social media pay-per-click, programmatic and re-targeting advertising. All traffic was directed towards a website developed specifically to support the recruitment of analytical scientists, www.analyticalsciencejobs.co.uk.
The first wave of advertising consisted primarily of job board, pay-per-click search and social media. During this time the software was able to build a detailed picture of the Internet activity of those individuals who registered their interest. This data was used to determine the media and platforms that we used during the second wave of display advertising. This programmatic approach to advertising meant that we were delivering advertising to specific audience types – not just specific websites.
The campaign ran for a one-month period during which the performance of every piece of advertising – including media and creative – were monitored in real-time. The campaign was continuously tweaked. Advertising budgets were withdrawn from under-performing media and invested in those delivering the best click through rates to the website. This flexible approach meant that Aesica was getting the highest level of exposure from their advertising budget.
URL: https://www.analyticalsciencejobs.co.uk
Content management system: Concrete5
Application system: Custom
The website focused on the growth of Aesica as a leading pharmaceutical organisation, their ambitious plans for the future and their investment in great people. This included the opening of their new Development Centre in Queenbrough, Kent. The site offered an insight into life at Aesica, the rewards, benefits, development and in particular the state-of-the-art working environment offered by the new Development centre. And, of course, a list of current vacancies.
And of course to make the site as useful as possible it can be accessed on whatever device the user fancies – smartphone, desktop, laptop or tablet.
During the course of the campaign the website received 788 visits. Of these 96% arrived at the site as a result of our advertising campaign. This consisted of 320 from search media advertising, 104 from social media, 35 from job boards and 300 from the programmatic campaign.
The average visit lasted almost 120 seconds with the user viewing at least two vacancies, suggesting a high level of engagement from our target audience of technologists and developers. This lead to 125 applications through the website, over 30 interviews and five hires.
If you’d like to know more about this piece of work, simply email mark@thatlittleagency.co.uk
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