Cloud Nine has been Poolia’s digital partner for a number of years and recently designed and launched a digital campaign challenging the traditional CV model; instead focusing on the person behind the CV. Poolia wants to attract the most qualified candidates, but many of these may need a little help to take their next career step. Cloud Nine was given the task to develop a digital campaign concept that felt modern and innovative – and relevant for a specific target group – Life science, IT and engineering professionals.
The starting point was that the recruitment process must be done on the candidate’s own terms in order to make it as simple as possible to apply for a new job. We knew that many people find it hard to formulate their personal qualities and motivations in a resumé and many lack an updated CV, but most of Poolia’s target group have a LinkedIn profile.
Cloud Nine developed a solution where candidates could book a video interview with Poolia’s specialist recruiters at a time that suited them. By connecting with LinkedIn, the candidate’s identity was verified and the recruiter received the necessary information prior to the online meeting. The interviews took place through Google Hangouts and in successful cases led to further contact.
The campaign concept was based on the assumption that everyone has a “trigger” that can lead them to change jobs. The campaign ran only on social media and it was important that the ads featured the typical Poolia style and humour. Furthermore, the ads contained animated elements in order to be more attractive and interesting.
In order to reach out with our message, we advertised extensively for three weeks on Google Display Network, Facebook, Instagram and LinkedIn.
“Poolia has always used humorous communication and it was important to maintain that style also in the digital ads. This time we went a step further – we used extensive animated material and focused exclusively on social media in terms of advertising“, says Alexander Kafkaletos, KAM at Cloud Nine.
- Number of interviews booked: 87 (of 87 available interviews)
- Conversion rate: 3.47
- Studies show that almost 50% of Poolia’s candidates got a more positive impression of Poolia thanks to the campaign.
Thanks to several successful recruitments, Poolia saw a positive ROI already during the first week.