h e y h i h e l l o

Care Home Recruitment Campaign – LinkedIn Advertising Strategy Utilising Message Ads

Quick jumps.

The Challenge The Solution The Results

Anchor is England’s largest provider of specialist housing and care for those in later life, they are committed to creating choice and opportunity for everyone.

Our BAU activity advertises care homes to prospective residents.

More recently we have been running recruitment activity to help recruit people who would like to work for the brand.

Capabilities:
  • Media
Sector:
  • Property
  • Social

534,219%
increase

in CTR

109
job applications

23%
increase

in conversions MoM

The Challenge.

Anchor offer an impressive choice of housing, care homes and services at almost 1,700 locations and continue to grow, leading to a high number of staff vacancies across England.

Our objective was to raise the awareness of the Anchor brand as a trusted employer and to increase the number of applications across all types of vacant roles across the organisation.

Key Performance Goals:

  • Increase awareness of the brand
  • Increase awareness of the jobs available
  • Increase the number of applications for each type of job

The Solution.

Space & Time proposed a multi-platform strategy across LinkedIn and Meta to reach a wider audience, while retaining demographic and geographic relevance through specific targeting across both platforms.

LinkedIn – this platform offers recruitment specific objectives. Due to the nature of the platform we chose to run a message ad where the people who meet the targeting criteria are all sent a direct message to their LinkedIn messages about the job from a person of their choice. This included an ‘apply now’ CTA.

Meta – we set up ‘always on’ recruitment activity with a prospecting carousel which featured brand content about the benefits of working for Anchor, including stats like ‘9,000 people choose us’.

The Results.

LinkedIn:

This campaign delivered high engagement with 337 website visits and a CPR of £3.71 increasing awareness and traffic on the website of the brand as an employer.

From the targeting and the two variations of the message sent out to the audience 2,778 messages were sent and 72% of these were opened (2,002), which is very positive.

This content delivered a CTR of 72.07%, which is an 34,219% increase MoM and exceeds LinkedIn’s benchmark CTR of 3%.

Overall, this strategy has increased awareness of the brand in an employer capacity, increased traffic to the site and therefore job applications.

Meta:

This campaign delivered 136 recruitment goals of these 109 were ‘job applications’ and 27 were ‘register interest’, which is a very high number of applicants from one month of activity and was very cost – efficient with a CPG of £12.50.

Positively this campaign also delivered conversions for the brand in general alongside the recruitment conversions, with 23 ‘online enquiries’ and 9 ‘brochure downloads’ for the specialist housing available. These conversions combined delivered a CPG of £10.12.

Overall, this strategy led to both a high number of applications and conversions and increased brand awareness on what Anchor can offer as an employer.

34,219%

increase in conversion.

£3.71

CPR.

72%

open rate across all delivered messages.

23%

increase in conversions MoM.

109

job applications.

£10.12

Overall CPG.

Understanding of the platform and the opportunities available is unmatched and we’re so grateful to have access to their knowledge. We’re using the platform much more effectively and approaching our attraction efforts with a working LinkedIn strategy that didn’t exist a year ago. The results speak for themselves!

Rachel Horrocks

Recruitment Marketing Manager, Anchor

Our work and results.

Immaculate Vegan

Supercharged growth, fueled by carefully planned expansion into the US

  • +40% Revenue
  • +64% Paid Media revenue

Avant Homes

Less Moving, More Living

  • -41% Cost Per Enquiry
  • -56% Cost Per Reservation
  • +15% CTR vs industry benchmark

Caffé Nero

Utilising SEO to drive footfall

  • +315% Store Listing Viewing
  • +97% Discovery searches
  • +57% Organic traffic on store pages

Funko

Impact of implementing Search Tracking

  • 71% lower CPA
  • 4.3x higher
  • 4.96 ROAS

WORX

Meta Campaign

  • 1.3M impressions
  •  323 purchases
  • 300% increase

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