Introduction
In this webinar, Josh Tumbridge (Crunch Digital Media), Noel Thomas (CA3), and Lety Kemp (Videmus) showed how to solve your biggest recruitment attraction challenges by bringing together three leading digital agencies specialising in media, creative, and data. The speakers aimed to showcase the value of working with dedicated experts in their field, and how you could benefit from utilising the relationship between creative, digital media, and data.
To demonstrate each agencies skills, the speakers talked through their case study for Expedia Group, where they used their proven digital marketing strategies to reach the right audience, in the right place, at the right time.
Part 1 – CA3
Group were looking to recruit Japanese nationals who spoke fluent Japanese and English onto their internship programmes. This was a very particular audience to target. In the past, Expedia Group used to attend the Boston careers fair to try and recruit their target audience, but because this required travel and resources, it was turning out to be an expensive route for recruitment.
To begin, CA3 conducted three pieces of research:
After conducting this research, the results found were not hopeful. CA3 discovered that only 5% of the target audience knew that Expedia Group was a local employer, and 42% had no knowledge of Expedia Group.
Our research revealed that Japanese students were hesitant to apply for internships as they believed that interns did not do any valuable work. Students wanted to find roles where they could feel a sense of achievement, a work-life balance, and good training opportunities.
To begin solving this issue, CA3 targeted three different audiences. The first was Japanese students at international universities, the second was Tokyo based students, and the third was Japanese regional-based students. This campaign aimed to introduce Expedia Group to Japanese students and communicate that the business was willing to offer them what they wanted.
The bilingual, multi-channel campaign revolved around some simple questions:
This would then encourage potential applicants to seek the answer by clicking on the ad. All advertising was provided in Japanese and English. This bilingual messaging which was packed full of employee-generated content helped Expedia Group back up their biggest sells.
Part 2 – Crunch Digital Media
Next, Josh talked through how Crunch Digital Media’s services enhanced Expedia Group’s campaign.
Josh explained how the biggest challenge in this campaign was finding that pull between a passive and active audience. To begin tackling this, Crunch used the connect, consider, convert method.
Crunch aimed to create a seamless user journey through social media, using visual media and user-generated content. The different platforms used include:
Part 3 – Videmus
In the third and final part of the webinar, Lety explained how Videmus helped Crunch and CA3 to optimise Expedia Group’s campaign using data.
The thought of utilising data does often sound intimidating. But, when you use data to your advantage, you can push the boundaries of campaign optimisation to ensure applications are coming in.
Videmus uses live data to guide every move. It is important that the data is live because data lives in multiple different media channels. In order to make fast, efficient decisions, you cannot collect data manually – the process needs to be automated.
To humanise the process for those of us who aren’t data experts, Lety used a handy Lego analogy:
Collecting data manually takes such a long time that by the time you were done and had written your report, the data would have changed, and you would be submitting out-of-date information.
The three strategies to implement when it comes to data are:
The Results
After the successful implementation of strategies from all three agencies, here were the results:
With the help of Crunch, CA3, and Videmus, Expedia Group were able to fill all their positions in record time, proving the effectiveness of hiring experts in their areas.
Webinar Takeaways