Content marketing case study: Recruitment agency revamps website to boost conversions by 375%

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Recruitment is a competitive sector, so how can one agency stand out from the crowd online? This case study looks at how Property Personnel achieved a significant (375%) increase in conversions for its new website working with Vertical Leap.

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Case study summary:

• Recruitment agency aimed to attract more candidates and job seekers through the website.

• Vertical Leap used SEO combined with a content strategy to build authority visibility

• Social media campaign gave Property Personnel a voice in the industry, whilst driving traffic to the site

• Resulted in 241% year-on-year growth in search queries on the first page of Google

The challenge

Property Personnel specialises in careers in all aspects of residential estate agency.

Established in 1988 by Managing Director Anthony Hesse, Property Personnel works for the UK’s leading estate agencies, including Foxtons, Hampton’s International, Knight Frank and many others.

Property Personnel initially came to Vertical Leap looking to boost the website traffic and attract more candidates and job seekers through the website.
They wanted to be the ‘voices of the industry’ and have a status and authority which would help them grow as a company.

The solution

Vertical Leap used SEO combined with a content strategy to build the authority and increase the visibility on the site, they added a social media campaign to give Property Personnel a voice in the industry, whilst driving traffic to the site via social channels.

Property Personnel also wanted to update their website giving the re-design work to Vertical Leap’s in-house development team. Property Personnel already had the potential for a great branded website thanks to existing strong brand assets. The challenge was how to take this to a different level in order to cement the company’s reputation as one of the top estate agent recruitment specialists in the UK.

Vertical Leap consolidated the core functionality needed by Property Personnel and produced a recruitment website with a powerful search functionality at the heart of the new site. This resulted in the ‘best ever’ statistics, producing record monthly CV submissions.

The current SEO campaign allowed Vertical Leap to seek areas of improvement and work closely in-house with all terms adding ideas to the re-design. The team added core SEO elements initially such as a custom job expiry form and schema mark-up to job posts.

The data gathered from Vertical Leap’s Apollo system allowed the team to spot under-performing areas where visibility was low; they were able to take this information and create a content plan to fill the gaps by creating new content for the site and boost the current content with a re-write from our professional journalists.

Vertical Leap wanted Property Personnel to provide the user with a valuable source of information on the site creating graduate guides which could help those looking for jobs fresh from university who may of not considered a career as an Estate Agents. They also delivered CV Templates for website users to download and use providing rich information and insight for what potential employees are looking for on a CV.

Social Media enabled Property Personnel to target and interact with their audience via the social channels. Vertical Leap’s analysis of the social platforms allowed them to identify the key channels, building a successful campaign where they have been promoting the guides and tips written by the content team. We have seen an increasing amount of engagement on the social profiles which in turn have been driving an increasing amount of users to the site.

The results

The new website resulted in:

• 256% year-on-year increase in overall impressions and visibility comparing year-on-year
• 43% year-on-year growth in users coming to the website from organic search comparing
• 241% year-on-year growth in search queries on the first page of Google
• 86% growth in sessions coming direct from the blog comparing yearly figures.
• 375% increase in conversions comparing figures from 2014 and 2015
• 47% growth in website sessions via social referrals

Anthony Hesse – Managing Director, said : “We are very pleased with the results to date. Our primary goal has been to drive more traffic to our website, and this they have 100% succeeded with. We are also now ranking much higher on Google than before we started using their services, indeed, we are now ranking on page one for a number of key phrases. Although we are working with three separate teams, the communication links are excellent. “

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