DURING UNPRECEDENTED TIMES
A home improvement client of Greenbaum Stiers had all the business they could imagine, but they were short on workers to complete jobs. Due to COVID 19, more people were working and schooling from home. The need for home improvement companies was on the rise. Unfortunately, the pandemic had taken a toll on the workforce, and had made it incredibly difficult for many employers to find job applicants.
With over 35 years of name recognition, as well as being a respected leader in their industry, our home improvement client didn’t usually have hiring challenges. Their recruiting approach during the pandemic was largely their same old routine. They ran campaigns with 3rd party job sites like Indeed, bought local radio and TV time, and drove people to their job posting website through social media and Google PPC messages. Even with unemployment at an all-time high, they were not seeing applications. The backlog of sold opportunities they were unable to crew resulted in their customers waiting weeks or even months for completion. Recruiting, as always, was vital to the success of their business.
Since Greenbaum Stiers built and managed their website, we knew the analytics showed solid traffic, but visits to the site were not converting to completed applications. Our team spent some time looking deeper, analyzing the data and the user experience. We realized the initial application on the website was overly complex. Most jobs seekers were using mobile devices to visit the site and would abandon the application due to frustration. Our first step was to collaborate with the Human Resources team and simplify the application. We worked with our client to identify the key questions a potential employee needed to answer in order to schedule an interview, and only included those on the website.
Revising the online application immediately yielded results, but we knew the volume of applicants still didn’t meet their demand. Greenbaum Stiers proposed a rework of their social media approach. This included updated visual ads with simple messaging, and a campaign that captured leads directly on Facebook. We cracked the code with a seven-day campaign and a $250 ad buy, which resulted in 29 applications. Our approach provided the client with the volume they needed by meeting the intended audience where they were, providing a concise message, and directing them to a simple application process.