As a pioneering semiconductor manufacturer in Germany, our client was looking to cultivate a strong global presence but found it challenging to compete against US-based big tech companies in talent acquisition. Although the company is well-known abroad, they aren’t recognizable enough in the United States. This highlighted a need for a robust employer branding strategy. Here’s how KWSM stepped in to help.
The Challenge
Internationally known with operations in hundreds of European cities, the client still struggled with brand awareness in the U.S. This affected their ability to vie for high-caliber candidates against leading tech companies (Google, Intel, Micron Technology). They needed a cohesive employer branding strategy that showed candidates the value of becoming an employee.
The Solution
KWSM implemented a multi-layered employer branding strategy that seamlessly merged organic content initiatives, like social media posts, with precision-targeted paid advertising campaigns. Here’s a deeper dive into how each component contributed to the overall success:
Organic Employer Branding Strategy
- Insightful Blog Posts: We kicked off our organic strategy with a series of well-researched, value-driven blog posts. These posts delved into the company’s work culture, the projects one could expect, and even “a day in the life” experiences across different roles. These blogs included in-depth interviews with actual employees, providing an authentic view of the organization.
- Social Media Engagement: To complement these new blogging efforts, we curated various social media posts across key platforms like LinkedIn, Facebook, and Instagram. We showcased the company’s work culture and values, but we also created visually stimulating graphics that redirected interested candidates back to our insightful blog posts.
Paid Employer Branding Strategy
- Google Advertising: Recognizing that many potential candidates begin their job search on Google, we employed targeted advertising campaigns on Google Search and Google Display Network. These campaigns were crafted to catch the eye of job-seekers and direct them to the client’s career page, further widening the brand’s reach and recognition.
- Indeed Advertising: Given Indeed’s status as one of the world’s leading job listing platforms, we couldn’t afford to miss out on this channel. Our ads here focused on driving applications for specific job openings, speeding up the interviewing process, and improving the quality of applicants.
The Results
Prior to partnering with KWSM, the client’s U.S. Careers Page averaged about 350 visits per month, and they received an average of 4 job applications per month.
After six months of execution, KWSM boosted these metrics to 4,000 visits and 125 applications per month through their website and 2,000 additional applications per month from Indeed.
Some additional highlights from the campaign:
- Average monthly conversions (submitted applications) grew by 2,200%
- Overall Impressions of collateral (organic content, paid ads) hit nearly 11 million
- Average monthly page views of the U.S. Careers Page increased by 271%
- Performance of Google search ads and display ads exceeded the industry benchmark by 3x
By combining organic blogging, social media, and paid advertising efforts on Google and Indeed, we successfully boosted this client’s brand recognition in the U.S. to attract a larger pool of qualified candidates. The success of this campaign demonstrates the power of employer branding. Our team is thrilled to have partnered with the client to bolster their recruitment efforts. Here’s what KWSM’s VP of Strategy and Client Relations, Jeff Soto, had to say about employer branding strategies.
“The biggest mistake that companies use is focusing on only a channel or two for their entire employer brand strategy. We see the best results when the employer branding strategy is woven throughout your digital and traditional marketing in an omnichannel fashion. Most importantly, prioritize where your audience will be and not where you think your messaging should go because the right people you seek may not be there.”
– Jeff Soto, VP of Strategy and Client Relations, KWSM
Consult Our Team of Employer Branding Strategists
Attract and retain the top talent in your industry with reputation-enhancing employer branding. Our team will tell your company’s story the right way, distribute it with paid tactics backed by strategy, and ultimately boost your pool of qualified candidates.
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