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CareerOne is a leading Australian job board that connects employers with general job seekers looking for their next job opportunity. Employers can make use of the platform’s range of free and paid job posting plans, while job seekers can upload their resumes and apply to jobs at no cost.
The brand has dominated the Australian job market for the past decade, taking on giant’s like Linkedin and Seek with their core focus on delivering an exception end user experience for job seekers and employers alike.
With the launch of their new and updated platform, Defiant was engaged to help drive awareness for the brand and increase brand recognition in the market with the use of highly engaging creative assets.
CareerOne came to Defiant with a clear and simple goal:
to improve their creatives and increase ad clicks.
Their ad account had been sitting dormant for over a year, with marketing spend being allocated in areas outside of paid social. It was our job to step in and find a way to get the most bang for our buck, and for CareerOne this meant the most reach and awareness for every dollar spent.
To do this, we needed to brief in ads that would attract their 2 ideal customer profiles: Job Seekers and Employers. We set out on our path to design ads for both avatars, leveraging multiple creative styles to quickly find winning combos.
Within 60 days we had improved on all key creative metrics, lowering CPC, increasing CTR and increasing reach Year on Year.
Let’s dive into the creative strategies we used to help CareerOne build brand awareness with paid social.
The business model of CareerOne presented a unique challenge as it was a 2 sided marketplace. Our campaigns needed to attract employers that would post jobs for jobseekers to apply to. Both needed to be growing at the same time in order for the platform to thrive and supply/demand was very closely linked to business success.
We set out to create 2 different strategies for each avatar and deeply understood their pains, desires and dreams in order to craft messaging that hooked these prospects into the brand.
Key Learnings: Understanding your customer avatar’s is the first place to start in building a successful strategy. We literally gave our avatar’s their own names and treated them like individual people. This exercise helps you craft messaging that’s more impact as you are speaking directly to one person, rather than trying to please an infinite group of people.
A proper creative testing process was non-existent with CareerOne’s prior strategy. The previous approach was “throw some images up and hope for the best” and we had to quickly change that.
We immediately implemented our 3-2-2 testing strategy: three distinct versions of a single creative, coupled with two headline alternatives and two primary texts. All these were rolled out in a dynamic creative ad style. This methodology empowered us to evaluate numerous variations swiftly, and by the second month, we had identified scalable winners.
Key Learnings: Utilising the innovative 3-2-2 approach, we harnessed machine learning’s prowess to spearhead the intense work in creative testing. Instead of individually configuring ads that competed for budget, our dynamic creative content seamlessly dovetailed, delivering tailored ad variations to match each person’s preference, anchored on Meta’s top conversion predictions.
This strategy not only bolstered the volume of creatives we could experiment with but also ensured robust performance, hastening our discovery of scalable ad variations.
We had a unique opportunity presented to us early in the campaign, with CareerOne signing a deal with one of Australia’s largest media channels 7News to sponsor their job board.
The 7News brand had credibility that we would be able to leverage in order to capture more people in the scroll and get them to pay attention to our ads creatives. Piggy-backing off their brand, we were able to drive significant CTR’s on these ads as people we’re intrigued about the new partnership.
Key Learnings: Leveraging any form of social proof that your brand has created is a powerful strategy to build trust in the marketplace. People like and trust things that are familiar, things that they have had positive experiences with in the past.
No matter what kind of brand you own, if you have been featured in a publication or have partnerships with another well known brand, use it to your benefit in your ads and throughout your funnel to build trust amongst prospective customers.
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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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