How to recruit technical professionals with a digital campaign

Who is ATTILA & what are their recruitment challenges? 

ATTILA is a French B2B company that specializes in roof repairs and maintenance. Anything a roof needs, they provide it. They work with a franchise of agencies across France, so when they come to fix or clean a roof, it is done by someone local. Their challenge for us was to help them recruit new agents, and also more technical staff who would work at their local agencies. Challenge accepted! 

Galvanizing a recruitment campaign 

Based on the strategy, our team set to work creating the assets and setting up the campaign. For the awareness phase, we opted for a video which led to an Instant experience. The lead gen phase was introduced by a carousel with a simple and straightforward lead form behind it.   

From our initial analyses we opted for Meta – Facebook and Instagram – as the platform that would give us the best chance to reach a wider audience. Because of the fact we are setting up a recruitment/employer campaign, there were some restrictions for the targeting of our audience:  

• We can’t use age or gender, which means we are targeting a wider population between 18 and 65+ years old. 
• There are limited possibilities for setting the interests of your target audience. 
• There are limits to the location settings; postal codes for example are not allowed. 
• This kind of campaign usually yields results at a slightly higher cost. 

This was communicated to our client from the start, so they had a good understanding of what was going to happen, and their expectations were adjusted accordingly.  

Results that are through the roof 

We launched the campaign in September 2023, and it ran in three waves until December 2023. During the time the campaign was active we monitored it actively. We always start a campaign based on estimates; we try to predict costs and other KPIs. Even though the number of impressions and Thruplays were lower than anticipated, the key objective – getting leads for recruitment – was through the roof; we got a return of more than 900% on what was calculated initially. We got hundreds of submitted lead forms, which gave ATTILA plenty of possibilities to work with. 

In 2024 we even surpassed these results during the next wave of the employer campaign, with more than 850 submitted applications, 20 job interviews of which 4 have resulted in an effective onboarding of the applicant so far. And the year isn’t over yet! 

Also, remember the restrictions by Meta which didn’t allow certain targeting? Well, thanks to our perceptive monitoring and predicting the algorithm, most of the conversion budget still went to people between the ages of 25 and 44, and a mostly male audience filled out the lead form at a cheaper conversion cost. We concluded that Meta was the correct choice for this digital recruitment campaign, and that a broad audience in a conversion phase can boost the results positively.  

Step in time: what’s next? 

After a positive report card in 2023, ATTILA was delighted to keep on working with us, and we were able to implement our learnings into the 2024 recruitment campaign. We added some more visuals to the different phases, and made sure to keep on top of monitoring and any changes Meta threw our way in terms of set-up. And after Wave 1 in 2024, we can safely say we are continuing on the right track, more than doubling our lead result already within the first wave. The sky is definitely the limit with this project, and we are always glad to see a happy client.  

Are you looking for new employees or professional profiles that seem to be invisible to you? Before you ring up a headhunter, why not give digital marketing a go: we have the results to prove we know what we are doing, and we love to play professional matchmaker! Drop us a line and our team will create an approach that’s just right for you and prospective employees.