Case study: recruitment campaigns for skondras

Invalshoek works closely with Skondras on creative recruitment campaigns to attract high-quality call center employees. The objective is twofold: firstly, to ensure a sufficient number of qualified candidates who match the profile, and secondly, to increase Skondras’s brand awareness as an attractive employer, with a focus on the target audience on Facebook and Instagram.

Table of contents:

• About Skondras
• Objectives of the Recruitment Campaign
• Strategies and Tactics
• Results: More and Better Applications
• Conclusion

About Skondras:

Client: Skondras
Location: Halfweg
Industry: B2B telemarketing, customer support, and sales consulting 

Objectives of the recruitment campaigns

Skondras had clear objectives in mind for these recruitment campaigns. Not only did the campaigns need to ensure a sufficient number of high-quality candidates for the open call center positions, but increasing Skondras’s brand awareness as an attractive employer for this target audience was also a key priority.

To achieve this, a targeted and persuasive approach focused on the right channels, such as Facebook, Instagram, and TikTok, was crucial. By tailoring the campaign closely to the needs and preferences of potential employees, we aimed to maximize the return on our efforts in the form of a large influx of relevant applications.

1. Qualified Recruitment: Skondras’s primary objective was to attract high-quality call center agents who fit the company profile and requirements.
2. Increase Visibility: Boosting brand visibility among potential candidates, with a specific focus on the target audience active on Facebook and Instagram.
3. Conversion Optimization: Maximizing the number of applications through a targeted approach and effective call-to-action mechanisms.

Strategies and tactics

To achieve the set goals, we implemented a carefully designed mix of strategies and tactics. After conducting a thorough target audience analysis, we developed engaging campaign content tailored to the needs of the ideal Skondras call center employee. Visually appealing and informative materials—such as visuals, employee stories, and job descriptions—were created to convince potential candidates of the benefits of working at Skondras.

We then rolled out a smart combination of advertising tactics on the right channels. In addition to optimized ads for Facebook and Instagram, we introduced innovative tools such as a dedicated landing page for an Open Day to get to know Skondras as an employer, where interested candidates could register via WhatsApp. We also used Express Forms for direct applications on the social media platforms themselves. Supported by precise targeting, remarketing, and persuasive calls-to-action for maximum conversion, we were able to make the campaign perform at its best.

1. Target Audience Definition: To reach the right audience, we first carefully analyzed the profile of the ideal Skondras call center agent based on demographic data, interests, and online behavior. We then developed compelling campaign content—such as visuals, employee stories, and job descriptions—that matched the needs of this target group.
2. Content Creation: Invalshoek created engaging and informative content that highlighted the advantages of working at Skondras. This included attractive visuals, testimonials from current employees, and a clear description of the job requirements.
3. Ad Placement: We designed optimized ads for both Facebook and Instagram, taking into account the unique characteristics of each platform.
4. Open Day Landing Page: The campaign made smart use of innovative ad formats to engage and persuade potential candidates to apply. In addition to optimized ads for Facebook and Instagram, we developed a dedicated landing page where interested candidates could sign up for the Skondras Open Day.
5. Express Forms on Facebook and Instagram: Another innovative tool was the use of Express Forms directly on social media platforms, allowing candidates to apply instantly without extra steps.
6. Targeting and Retargeting: We used precise targeting parameters to show ads to people likely to be interested in call center roles. Remarketing strategies were applied to re-engage those who had previously interacted with the ads.
7. Call-to-Action Optimization: We integrated clear and attractive calls-to-action into the ads to maximize conversion. This included direct application buttons and clear instructions about the application process.

The results: more and better applications

The efforts paid off for Skondras. The recruitment campaign led to a significant increase in the number of applications received for the open call center positions. The desired results were achieved not only in quantity but also in quality, with Skondras receiving a large stream of highly qualified candidates who met the job requirements.

Above all, the innovative campaign approach, with smart advertising tactics and a focus on the target audience, proved to be highly cost-efficient. The cost per generated application was considerably lower than industry averages. An additional benefit was the significant growth in brand engagement and awareness for Skondras on the selected social media channels, greatly enhancing visibility as an attractive employer within the target audience.

1. Increase in Applications: The campaign resulted in a substantial rise in applications for Skondras call center positions, demonstrating that the target audience was actively engaged with the ads.
2. Cost per Application (CPA): The campaign also delivered strong results in terms of cost-effectiveness, with a low CPA compared to industry benchmarks.
3. Social Media Engagement: The ads not only generated applications but also boosted overall engagement on Skondras’s social media platforms, contributing to greater brand awareness.
4. Candidate Quality: Skondras received not only a higher volume of applications but also high-quality applications that met the specified requirements.

Conclusion

The efforts paid off: the campaign led to a substantial increase in the number of high-quality applications for the open positions. Not only was Skondras’s brand awareness as an attractive employer significantly enhanced, but the implemented tactics also proved to be extremely cost-efficient, with a low cost per application.

The successful collaboration between Invalshoek and Skondras demonstrates that a creative recruitment marketing approach using digital, target group–oriented tactics is crucial for effective recruitment today. The innovative use of social media ads is a key factor in achieving such success.