JobShine Full Funnel Campaign
The Background
JobShine is a start-up HRTech solution, focusing on the non-executive job market, offering a completely automated web portal for job seekers with an instant messaging platform integrated chatbot (called Shiny!)
The Task
Enhance the strategy crafted by the previous digital marketing immersive (DMI) team to
-
Create awareness about the web portal and the chatbot
-
Drive conversion (sign-ups)
​
Campaign period: For 30 days after the launch of the web portal
Campaign budget: $1000
The Research
The previous DMI team identified the following potential users:
-
Employers in the service industry (primary)
-
Students (16-24 years old) looking for part-time jobs in the service industry (primary)
-
Mature workers (25-44 years old) looking for both part-time and full-time jobs in the service industry (secondary)
They also identified the main sectors of the service industry to target (F&B, retail, admin, logistics, and events) based on each segment's employment level.
​
Diving deeper, we conducted informal interviews to glean additional insights to better optimize our content creation moving forward to better boost awareness and get conversions.
​
From the results, we distilled 4 personas for job seekers*
-
Student Active (part-time)
-
Student Casual (part-time)
-
Mature Active** (full time & part-time)
-
Mature Casual (part-time)
​
*Our data for the employer persona matched what the previous team found, hence we did not show it again
**The goals and pain points identified are applicable to both full time and part-time job seekers
JobShine User Persona
The Channel Overview
Paid media (Search, display, and social)
-
To drive awareness and conversion among users with medium-high intent
Owned media (Social media pages, blogs, and email campaign)​
-
Focus on the top of mind awareness among users with low intent
​
Business development
-
To generate and follow up on leads for employers
Job Seeker Overview
Employer Overview
The Ads
Paid Search Ads
​
One issue faced was the similarities between search habits and keywords of the users. For ad targeting purposes, we merged them into the following audience groups
-
Active part-time
-
Casual part-time
-
Full-time
-
Employers
​
Bearing in mind that JobShine is a new start-up, we wanted to future proof the ad account structure to reduce the need to make adjustments moving forward.
​
This account structure was designed with budget control for each campaign in mind and to ensure that the copy for each ad group could be focused on that specific keyword(s).
Paid search structure 1
Paid search structure 2
By splitting the general job search queries from the service industry specific ones, we could ensure that the ads, and consequently the landing page, served could be hyper-targeted to match the job keywords searched by the user.
Upon clicking the ad, the landing page would be a search result page in JobShine's web portal displaying the available jobs for that particular job keyword that was used.
​
Due to budget constraints, we could only expand the retail segment of the service industry to include some of the more commonly searched retail jobs. Ideally, we would repeat the process for the other 4 chosen segments to enhance the quality score and ranking of the ad. This, in turn, would lead to a lower CPC for JobShine.
​
Negative keywords played a crucial role in making this strategy work. To prevent our ads from being served for unrelated search queries, or competing with one of our other campaigns, we had to ensure there was no overlapping of keywords among the numerous ad groups.
Active Seeker Campaign - Part-time job ad group example
Display Ads
​
For brand awareness and consideration, there was significant overlap between the active and casual part-time job seekers. As a result, we used segmented by age (students vs mature workers) to be able to address their differing motivations for getting a part-time job.
Display structure
Remarketing campaign - No signup ad group example
Paid Social Ads
​
For this campaign, JobShine's primary job seekers are students. Based on the our research, that corroborates with the findings from the previous DMI group, we chose Instagram to run our paid social ads
Student Seekers - Dynamic Creative Example
With budget limitations in mind, we opted for dynamic creatives to gather data on the optimal combination of ad caption, visuals, and call to action options.
​
The top-performing combination would be replicated to optimize the click-through and conversion rate for our Instagram ads.
The Content
Instagram Page
​
To better relate with the students, JobShine's Instagram page has to be relatable and fun. We incorporate local slang with engaging content (such as the use of emojis and memes) to help grow the initial user base.​
Instagram content pillar examples
Blog Articles
​
For our blog, we focused on topics pertinent to all of our target audience. By incorporating long-tail keywords in the article title, we can target users who are searching for those specific keywords as they have higher intent which translates into a higher conversion rate.
Blog content pillar examples
The Email
The email drip for job seekers comprises of 3 cycles:
-
Seasonal cycle (to push job recommendations before 'peak hiring season')
-
Initial push cycle (to prompt the user to apply upon verifying a JobShine account)
-
Application update cycle (to update the user upon job application)
Job seeker email drip campaign
The Reflections
The 2 weeks (or rather 10 days) that were allocated for the project flew by in a blink of an eye. Although much sleep was lost, it was a valuable and rewarding experience.
​
After all the in-class projects, I would have preferred a change of pace for the opportunity to test the ads live, to gather and interpret real-time data, and craft our recommendations from there.
​
Big shoutout to my awesome teammates (Jamie, Evelyn, and Tom), whom I had the honour of working on this project with. It was a treat to work them and learn from their strengths to become a more well-rounded digital marketer!