Beauty Appliance Brand — Recruitment Campaign & Application Journey
Planned and produced an integrated recruitment campaign during a period of business growth, covering candidate definition, recruitment messaging, Facebook advertising, a dedicated recruitment page, and a simplified application form. The work connected advertising with company and employee content, creating a clearer journey from initial interest to application. The first phase exceeded its application target, with half of applicants progressing to interview.
Period: 2016
Where this experience applies
A recruitment campaign project connecting candidate definition, advertising, recruitment content, and the application journey.
- Clarify the candidate profile and the information applicants need
- Align recruitment advertising with the content and visual direction of the recruitment page
- Reduce friction between discovering an opportunity and submitting an application
Overview
To support a beauty appliance company’s recruitment during a period of business growth, I worked across candidate definition, recruitment messaging, advertising, and web production. The first phase connected Facebook advertising with a dedicated recruitment page and simplified application form. The second phase aligned recruitment-platform advertising with expanded company and employee content on the website.
Background
The existing recruitment content provided only a basic summary of open positions. It did not clearly explain the type of person the company was seeking or provide enough of the information candidates needed before applying. The work therefore needed to address recruitment messaging, advertising, page content, and the application journey together.
Challenge
The central challenge was to define the intended candidate profile and create a consistent journey from advertisement to company understanding and application.
- Clarify the candidate profile and the direction the company wanted to communicate
- Provide information about the company and its people beyond the basic role requirements
- Align the messaging, copy, and visual direction of the advertisement and recruitment page
- Reduce application friction and make the next step easier to complete
Approach & Contribution
Defining the Candidate and Recruitment Message
- Developed a working hypothesis for the intended candidate profile
- Clarified the direction the company wanted to communicate to applicants
- Identified the information candidates would need when deciding whether to apply
- Structured the page to communicate the company and working environment as well as the role requirements
Connecting Facebook Advertising with the Recruitment Page
- Planned and created Facebook advertising assets around the intended candidate profile
- Structured, designed, and implemented a dedicated recruitment page
- Created a journey from the advertisement to the recruitment page and application form
- Reviewed application and page-performance results after the advertising period
Reducing Application Friction
- Introduced a simplified application form that did not require applicants to prepare documents at the initial stage
- Allowed candidates arriving from the advertisement to proceed directly to an application
Aligning Recruitment Advertising and Website Content
- Wrote copy for an advertisement placed on a recruitment platform
- Aligned the advertisement and recruitment page across structure, copy, and visual direction
- Introduced the company representative and employees through a section focused on the people behind the business
- Created a recruitment page that extended the information provided in the advertisement
Project Outputs
- Candidate-profile and recruitment-direction planning material
- Dedicated recruitment page for the first campaign phase
- Simplified application form
- Facebook advertising creative
- Facebook advertising campaign
- Recruitment-platform advertisement copy
- Recruitment page aligned with the second campaign phase
- Content introducing the company representative and employees
First-Phase Results
Applications
50% above the upper target
Measured against the upper end of the original target range
Interview progression rate
50%
Facebook ad click-through rate
3.87%
New-session rate on the recruitment page
78.44%
- Applications from candidates considered a stronger match increased compared with earlier recruitment activity
- Candidate definition, advertising, recruitment content, and the application form were designed as one connected journey