We were engaged by Outsource UK to help them reach, engage and encourage applications from technologists and developers at all levels for Lombard Risk, a leading Fin-Tech company that was opening a new state-of-the-art Technology Centre in Birmingham. The resulting campaign was a combination of a micro-site, advertising and real-time campaign management.
Knowing that only 13% of developers are actively looking for work, Outsource UK were keen to reach those not using job boards to find a new role. We suggested a combination of 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 technologists, www.developerjobsinbirmingham.co.uk.
The first wave of advertising consisted primarily of 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 second wave also included a campaign of re-targeting advertising, where visitors to the micro-site were then delivered follow-on advertising reminding them of the developer opportunities available at Lombard Risk.
The campaign ran for a two-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 Advertising budgets were withdrawn from under-performing media and invested in those delivering the best click through rates to the website.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 Outsource UK was getting the highest level of exposure from their advertising budget.
URL: https://www.developerjobsinbirmingham.co.uk/
Content management system: Concrete5
Application system: Custom
The website focused on the growth of Lombard Risk as a leading Fin-Tech company, their ambitious plans for the future and their investment in great people. This included the opening of their new technology centre in Birmingham. The site offered an insight into life at Lombard Risk, the rewards, benefits, development and working environment, as well as the attractions offered by a newly developed Birmingham city 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 6,432 visits. Of these 85% arrived at the site as a result of our advertising campaign. This consisted of 1,520 from search media advertising, 2,621 from social media and 1,358 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 63 registrations of interest through the website and a noticeable uptake in registrations to a developer meet up held by Outsource UK that the website also supported.
If you’d like to know more about this piece of work, simply email mark@thatlittleagency.co.uk
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