Data-driven strategy and optimized marketing build a successful talent pool for Hitachi Energy.
Data-driven strategy and optimized marketing build a successful talent pool for Hitachi Energy.
About the case
Brief:
Increase the conversion of talent leads to LinkedIn Pipeline Builder.
Optimize advertising costs.
We did:
Distribution: Target group analysis, strategy and advertising
Numbers:
19
times more talent leads
23 $
per talent lead
354 $
cost per talent lead before optimizing
”The biggest move is to be able to track data in real time during the campaign period and drive improvement here and now."
Joakim Forsberg, Employer Branding Manager Northern Europe
The challenge
In 2021, Hitachi Energy started to use LinkedIn's Pipeline Builder - a solution for converting spontaneous talent leads into one place, building a global talent pool with relevant candidates and ultimately shortening the recruitment process. Hitachi Energy had a marketing budget on LinkedIn to drive conversion to Pipeline Builder but the ads did not generate the desired conversion and after nine months, Hitachi Energy had unreasonably high costs for each individual conversion, a relatively large part of the budget left but only a few months left to spend it.
Keeparo was commissioned to increase the number of talent leads in three months and reduce the conversion cost per talent lead.
Data-driven strategy paid off
When Hitachi Energy came to Keeparo they had a cost of $354 per talent lead. Among other things, we performed an analysis of target group behaviors and implemented a data-driven strategy to optimize marketing. After three months, the number of talent leads had increased 19 times and the cost per talent lead had dropped to $23. In addition, Hitachi Energy had gained new, data-driven insights about business-critical audiences.
Optimization in progress
As the world demands more sustainable, secure and affordable energy, global Hitachi Energy, which operates in 140 countries and has employees in 90 countries, needs to grow continuously and secure talents for the future. Keeparo continues to help Hitachi Energy optimize successful talent recruitment on social media.
