A little background 

Specialist financial mutual Wesleyan asked us to support them as they looked to significantly grow their sales force and recruit over 100 financial consultants over the course of six months. Of course, we were only too happy to help. Especially when the recruitment team at Wesleyan wanted to explore pretty much every digital recruitment marketing option available. Exciting stuff.

The Wesleyan recruitment team were keen to support their direct sourcing activity with a marketing campaign developed to help raise the profile of the business to their target  audience of financial consultants as well as the financial sales community as a whole. The resulting campaign was a combination of a dedicated financial consultants landing page, job board advertising, search and social media activity and a programmatic marketing campaign. And, of course, everything was tracked.

Our approach

Having traditionally recruited for these roles through recruitment consultants, Wesleyan asked us to support them in building a direct attraction campaign aimed at financial sales professionals. We recommended an advertising campaign that combined job boards, search and social media pay-per-click, programmatic and re-targeting advertising. During the course of the campaign, all traffic was directed towards a website developed specifically to support the recruitment of financial consultants.

The attraction activity

The first wave of advertising consisted predominantly of job board, pay-per-click search and social media advertising. During this time the programmatic software that we used to deliver the adverts was able to build a detailed picture of the Internet activity of those individuals who clicked through to make an application. This data was used to determine the media and platforms that we used during the second wave of display advertising. This programmatic approach meant that we were delivering advertising to specific audience types – not just specific websites.

The second wave of advertising focused on what had worked well during wave one. It also included a campaign of re-targeting advertising, where visitors to the landing page were then delivered follow-on advertising reminding them of the financial sales opportunities available at Wesleyan. As well as this we used more targeted advertising methods such as using HTML email alerts and calling upon Wesleyan employees to share pre-written (and tagged) updates to their social and professional networks.

The landing page

URL: www2.wesleyan.co.uk/careers/our-roles/financial-consultants
Content management system: Sitecorp
Application system: Networx

The landing page was the primary destination for all of the recruitment marketing activity. The page itself focused on the financial consultant role, using film and copy to position the role itself and the benefits of working for Wesleyan. It offered an insight into life as a financial consultant from colleagues currently doing the role. It covered the autonomy, rewards, benefits, development and support that Wesleyan offers their consultants. And, of course, a list of current vacancies. And to make the page as useful as possible it could be accessed on whatever device the user favoured – smartphone, desktop, laptop or tablet.

That Little Agency | Employer Branding | Recruitment Marketing | Wesleyan Campaign Report Image

Our campaign management service

The campaign ran for a six-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 Wesleyan was getting the highest level of exposure from their advertising budget.

The results

During the course of the campaign the landing received 10,064 visits. Of these 80% arrived at the site as a result of our advertising campaign. This consisted of 1,199 from search media advertising, 1,561 from social media, 3,183 through the advertising on job boards, and 3,907 from programmatic and re-targeted advertising.

The average visit lasted over 3 minutes suggesting a high level of engagement from our target audience of financial sales professionals. This lead to over 1,457 visits being taken through the the Networx application tracking system and a total of 945 applications being completed.

visits to the landing page
applications started
applications completed

If you’d like to know more about this piece of work, simply email mark@thatlittleagency.co.uk